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jj TO "CERAMIZE” 

BABY SHOES 


l| TO "CERAMIZE” 

|f^ OBJECTS OF NATURE 



TO "CERAMIZE” 
NOVELTIES AND GIFTS 


for PLEASURE 
or PROFIT! 


Copyright 1951 

WARNER ELECTRIC COMPANY, Inc. 
11 All Rights Reserved 


'OPTBIGffl !®0Sn 

//- ^ 


1 
























DEPOSIT 


AUG -a 135! 


o ' t> ‘ 1 

* O 















Pictured above is an example of what you will be doing in a few short weeks. These 
beautifully "Ceramized” and mounted Baby Shoes, done by the Warner Approved Method 
of "Ceramizing” represent $141.25 in sales ... at a GROSS PROFIT to you of $102.75! 


2 
















WHAT THIS "CERAMIZING" COURSE 
MEANS TO YOU 

IF THE CASH VALUE of a 4-year college education were 
determined by the cost of the textbooks, the schooling would 
be worth only about $200. We all know, however, that the 
actual value of such an education can be calculated in 
many thousands of dollars. 

The same holds true with this course on ''Ceramizing.'' 
You are receiving far more than merely 120 pages of paper 
for your money. In return for a relatively modest sum, you 
are receiving the benefit of many years of hard-earned ex¬ 
perience. The trade secrets and methods of procedure de¬ 
tailed here are the end result of extensive research and 
costly experimentation. 

Within these pages, you will find a completely charted 
path to personal independence ... a new business oppor¬ 
tunity in which you can make a good livelihood in a way 
you will enjoy. But, remember, please . . . this knowledge 
is valueless, unless applied. THE DEGREE OF PROFIT DE¬ 
PENDS SOLELY ON YOU! 



NOTE: This ''Ceramizing'' Course has been sold to you with the express understanding 
that the content is to be considered confidential . . . that all trade secrets contained herein 
are to be employed solely for your own use. All rights are reserved. This Handbook or 
parts thereof may not be reproduced in any form without written permission of the pub¬ 
lisher. 


3 































































. 



































MAKE A HOBBY OF YOUR BUSINESS 
And the Money Will Come! 


S O YOU WANT TO BE YOUR OWN BOSS! You want to make a good living in a busi¬ 
ness of your own! That's your goal . . . unquestionably, a worthy one. Well, what's 
stopping you? Name any business that comes to your mind . . . and sometime, somewhere 
a man made a fortune at it. Sounds good, doesn't it? But you know that it isn't that easy 
and simple. 

There's a big question that's bothering you more than a little bit. Right now you're 
asking: What type of business for me? Most everything you think of doesn't quite suit 
your time, talent and circumstances. Right? 

The introductory remarks which immediately follow sincerely aim to help you reach 
the correct decision. You seek an opportunity . . . and only you can choose the one for you 
to follow. But—and we've given this subject a great deal of thought—the following discus¬ 
sion should be extremely helpful in guiding your thinking and planning along the right 
track. 

Most advertisements offering plans and ideas for going into business stress the appeal: 
"Make Big Money." Most plans, apparently, are offered on the assumption that money is 
your first and foremost desire. No matter how ordinary or impractical a business plan 
may be, if it suggests big money, it is believed that you will snap at the bait like a hungry 
fish. In short, the inference is that any man can succeed at anything. 

That, to our way of thinking, is utterly false. And it's not very realistic. It neither makes 
sense nor is it fundamentally honest. Even ability and perseverance—although highly im¬ 
portant—do not guarantee a venture's success. In our opinion, there is a third necessary 
ingredient. Making a hobby of your business. And unless you can supply that ingredi¬ 
ent in your new enterprise, do not invest a single dollar in any business endeavor. 

Amedeo Obici became a millionaire by selling peanuts (Planters). Andy Frain be¬ 
came rich by making ushering a substantial business. Bananas were the foundation of 
Samuel Zemurray's fortune (United Fruit Co.). William A. Fairburn became independently 
wealthy by distributing toothpicks and matches (Diamond Match Co.). So you see, it isn't 
necessarily a secret formula, unique plan or an out of the ordinary product or service that 
determines financial success! 

No, the ambitious man—the man who yearns to get ahead on his own— isn't interested 
solely in grubbing for an extra share of this world's money. It isn't so much a question as 
to how much he makes, but how he makes it. He prefers to be master of his own soul. He 
prefers to be free and independent . . . happy in the knowledge that all effort and income 
are his very own . . . that the whim of others cannot suddenly knock the props out from 
under his financial feet. No, Sir! $75.00 a week income from one's own business brings 
more comfort, contentment, security and satisfaction than $100.00 a week working at an un¬ 
congenial job under someone else's critical eye and supervision. 


4 



































































































































Our American way of life—the free enterprise system—will always offer opportunities 
to be the boss, run the business, make the decisions and keep all the profits . . . but only 
to the right person. If you are convinced that you are that person, then start off on the right 
foot by following the advice given in the next few paragraphs. 


WHAT, THEN, SHOULD YOU LOOK FOR IN A 
BUSINESS OF YOUR OWN? 

As we see it, then, the first and foremost goal in establishing a business of your own 
is in the pride and pleasure it can bring you. In short, you want to enjoy making a living! 
You want to have fun while you work. And you want enough of the good things in life to 
guarantee a happy one. 

For this you know and remember . . . Money usually comes to the man who makes a 
hobby of his work. Henry Ford did that. First came the pride and pleasure in creating 
something of his own . . . and from that grew the greatest personal fortune this world has 
ever known. So, too, with Firestone, Edison, Rockefeller. And now with many newcomers 
as well . . . Henry Kaiser and Eugene McDonald, for example. 


WITHIN THESE PAGES, AN INTERESTING OPPORTUNITY 
FOR A PRACTICAL-MINDED MAN OR WOMAN 

If you're seeking a mythical rainbow to carry you off to a visionary pot of gold, put 
away these instructions and continue to dream. In no way is this a scheme to get rich 
guickly. For anything worth while always requires work . . . hard work. And this is no ex¬ 
ception. In order to succeed with this plan, you must give it all you've got in time, effort 
and persistence. ALL WE GUARANTEE IS THIS (and it's a promise you'll appreciate): 

Here is a business that can pay you well. Rich rewards go to the de¬ 
serving . . . and the striving for them can be the most interesting and 
enjoyable work you've ever done. Here you will find pride of crafts¬ 
manship (plus the profits) in transforming scuffed and worn baby shoes 
into "Ceramized” Treasures, a beautiful reminder of a child's first 
toddling steps ... or creating fascinating objects of art—lewelry and 
Giftwares from Nature's forms and commonplace articles that await 
the "Ceramizer's" magic touch. 



5 









































































C^hapter 2 


OPPORTUNITY CHECK LIST 


In making a decision as to the type of business in which to invest your time and money, 
there are many important things to take into consideration. The advantages and disadvan¬ 
tages should be carefully evaluated. The business that offers the greatest number of the 
PLUS advantages is the one deserving of your most serious consideration. While it is im¬ 
possible to find a type of business that offers "everything good" and nothing "detrimental," 
we sincerely believe that the art of "Ceramizing" with its unlimited application in three 
great fields of profit is as ideal an opportunity as you can find anywhere today. 

Naturally, we are enthusiastic about this entire proposition. But we ask you to remem¬ 
ber that we arrived at that way of thinking only after intensive experimentation. In learn¬ 
ing this business from the ground up as well as "inside and out" we went far afield in ap¬ 
plying the "Ceramizing" process to hundreds of articles, vainly seeking a "limit" to its 
possibilities. We have employed the best experts in industry to counsel us, worked side by 
side with their laboratory technicians, perfecting the materials and methods that make the 
magic of "Ceramizing" possible. 

"Ceramizing" as a business offers one great advantage to the average man or woman 
that few other businesses can give you. It will never be monopolized by big corporations. 
It is not a "machine operation" or a "production line" business. It is a HANDCRAFT that 
by the very nature of its individual creation will remain the exclusive property of the small 
operator. That is the real essence of independence—to own a business that is so fully an 
expression of your own personality and taste that no one can ever take it away from you 
by building a factory. 

We believe that the following is a fair and conservative analysis of the important 
advantages of the business. Please study and consider carefully the 14 PLUS FACTORS 
listed below. Then, if you are so inclined, apply these plus factors as a measuring stick in 
judging any business activity you may be considering at this time. It's a bet . . . None of 
them can match this! 

IMPORTANT ADVANTAGES OF "CERAMIZING” AS A FULL-TIME OR 
SPARE-TIME BUSINESS OPPORTUNITY 

[vf (1) VERY LITTLE INVESTMENT IN EQUIPMENT. The reguired investment in shop equip- 
, ment is relatively small in relation to the volume of work that can be produced. 

f (2) A CASH BUSINESS. Inasmuch as you are paid for your services immediately upon de¬ 
livery of your "Ceramized" work, very little operating capital is needed. You have no 
credit losses, no collection expenses. And very little money tied up in supplies. 

[Zf (3) VERY LITTLE SHOP SPACE NEEDED. You can operate economically and efficiently in 
very small space. An ordinary card table will do, if necessary. 


6 





Ef (4) CAN BE OPERATED FROM ONE'S HOME. Conducting your business from a spare 
room, a corner in your basement or out in the garage will be no handicap. It's unneces¬ 
sary to pay high rent or commit yourself to a long-term lease on expensive commercial 
space. 

1 * 4 * (5) NO EMPLOYEE PROBLEM. An immediate payroll expense is unnecessary. Substan¬ 
tial business can be developed and handled profitably and efficiently. You can hold it 
down to a "one man” business—if desired—and still have a worth while money-maker. 

(6) A SPECIALTY ITEM . . . PLUS! A successful specialty item offers maximum profit 
margin on minimum sales volume. "Ceramizing" is that type of operation . . . PLUS a pri¬ 
mary advantage of a staple: It has a potential market of considerable size. It might well 
be called a staple in the specialty field. Cost of materials is extremely low in relation to 
selling price. 

[*< (7) A PERMANENT BUSINESS . . . NOT A FAD. The preserving of baby shoes is not a 
new type of business, it's been going on for a long time. The money spent each year for 
costume jewelry and gift wares runs into millions of dollars yearly. Now, for the first time, 
new methods, tested procedures and low-cost equipment make it possible for you to be¬ 
come established in this profitable business on a very modest investment. That's the part 
that's new! 

[vf (8) A NEVER-ENDING SOURCE FOR NEW BUSINESS. You serve and sell a market that 
goes on and on. It constantly renews itself. And it will continue to do so. 

(9) SUBSTANTIAL PROFIT MARGIN. In most manufacturing operations, the cost of raw 
materials going into the product usually runs as high as 40 % of the selling price. Although, 
in "Ceramizing," manufacturing is involved, analysis will show that you are primarily sell¬ 
ing a service based on pride of possession. As a result, you sell a product having a lower 
than average material cost and a higher than average profit margin. (See detailed cost fig¬ 
ures, Chapter 21). 

(vf (10) MINIMUM COMPETITION. It's an uncrowded field. "Ceramizing" opens three great 
markets, any one of which—alone—can pay a profit big enough to satisfy the average man. 
New, tested business-getting methods make it easier for you to get more business. The com¬ 
petition is less, far less than encountered in most established fields. 

0* (ID MINIMUM OFFICE ROUTINE. No complicated bookkeeping required. The office- 
work end of the business is a minor problem. If you do not care to do it yourself, your wife, 
son or daughter can probably handle it in just an hour or two a week. 

(12) SELLING EXPERIENCE NOT ESSENTIAL. Although Salesmanship is always an asset 
in conducting a business, it is not the primary consideration in this business. Mechanical 
aptitude and interest are the first qualification. Be sure to read Chapter 18. Seven tested 
methods for getting business are offered vou. If applied aggressively and conscientiously, 
there is no reason why you cannot develop a permanent, profitable business. 

fyT * (13) MANY PROFITABLE SIDELINES. Your investment in "Ceramizing" materials offers 
you many other opportunities and extra income in addition to the Baby Shoe, Costume 
Jewelry and Giftwares market . . . renewing, beautifying, modernizing ANY article that 
has ever had a decorative or functional use. 

(14) CREATIVE WORK ... AN ENIOYABLE BUSINESS. Making a hobby of your work is 
one of the most important ingredients in achieving success. And here is an endeavor in 
which we're sure you'll find fun. There is self-satisfaction in the feeling of personal accom¬ 
plishment . . . when you magically transform scuffed and faded baby shoes into artistic 
mementos . . . when you create a costume jewelry piece of breathless beauty from a fallen 
leaf . . . when your artistry transforms cold, white plaster into living, glowing color. 


7 










THE "CERAMIZING" OF BABY SHOES . . . 
A PROFITABLE, WORTH WHILE BUSINESS! 


HERE IS FASCINATING WORK ... a service much in demand, a dignified business that 
can be both fun and profitable. You will really enjoy making money! Once established, 
it can be your permanent, life-time profession. 

As long as babies are born and as long as parents take pride in their offspring, there 
will be a steady demand for keepsakes which symbolize the first faltering steps of baby¬ 
hood. It is a natural market ... for that first pair of tiny shoes — eternally preserved in 
gleaming porcelain or iridescent pearl—is the one and only memento of the first achieve¬ 
ment in everyone's life . . . learning to walk! 


7 BABIES ARE BEING BORN EVERY MINUTE! 

In 1948, the birthrate reached the highest mark in our country's history. 3,535,068 births 
were registered and, allowing for an estimated number of those not registered, the total 
was approximately 3,605,000. This trend was maintained in 1950. Conservative estimates 
by public health officials indicate that 1951 births will equal the previous year's record- 
breaking total. Wartime and postwar marriages contributed to this astounding total . . . 
and it is expected that births will continue at record levels for years to come. 


Translating the number of births into ''dollars of business" results 
in astronomical figures. If an average of only $200 is spent on each baby 
during its first year, the total will exceed $721,000,000.00! Look at that 
figure again . . . $721,000,000.00! And when you think of all the second 
and third year babies there are, the total sales and profit possibilities 
become too staggering to be pictured and comprehended in mere 
words. We cite these tremendous figures, not to overwhelm you, but to 
indicate that the "baby market" is far from being a "pin money" field. • 

Investing in a new business calls for conservative thinking. For that reason and be¬ 
cause (unless you are planning to get business by mail) you will operate just locally, it is 
better to gear your thinking and planning in terms of potential sales in your own com¬ 
munity. And when it comes to your own home grounds, we believe it better that you— 
already familiar with the territory—investigate the sales possibilities for yourself. The re¬ 
sulting figures you personally will know to be accurate and trustworthy. 

There are two primary considerations to take into account. The birthrate in your com¬ 
munity and the general prosperity of its citizens. Go to your local health department . . . 
ask the authorities for the birth statistics covering the last few years. 


8 


























































































































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ANNUAL NUMBER OF BIRTHS IN THE UNITED STATES 



9 


^-Conservative estimates by Public Health Officials indicate that 
19^1 Births will equal 195>0» s record-breaking total 1 
























































































































Consult your Chamber of Commerce and your local banker. Today, more than ever 
before, they are interested in encouraging a worthy individual to realize his ambition . . . 
an independent business of his own. They consider it a contribution to the welfare of the 
community. New enterprises are welcomed. 

Plan your business operation in light of what you learn from those you know to have 
sound and seasoned business judgment. Their figures and experience—not ours—will help 
you determine what the potential market may be for your services. Of this we are sure, 
regardless of the size of your community, the sales and profit possibilities will be more than 
enough to satisfy your every desire and ambition. 

PROUD PARENTS SELDOM PINCH PENNIES! 

Though the roof of the house may need repairs, though mother may lack a warm win¬ 
ter coat, such things are usually unselfishly forgotten if little Joan or baby Bob reguires 
either a necessity or a luxury. Come what may, Joan usually gets her doll and Bob his 
electric train. Even if the household budget must be broken, it matters little if it contributes 
to the needs and happiness of the young ones. That's just human nature . . . the natural 
thing to do. Love and sentiment govern every action, when it concerns that tiny baby in 
the family. 

WHAT DOES THAT MEAN TO YOU? 

Simply this: Few parents can resist your sales promotion. Most all of them are intrigued 
by the thought of having their beloved babies' first pair of shoes "Eternalized" . . . every 
scuff and wrinkle preserved forever by your "Ceramizing" skill. 

It's a symbol of their love and sentiment . . . something for which they'll gladly spend 
good money ... a treasured possession for which they'll pay you well! 



NEWSPAPERS AND LOCAL 
MARKET CONDITIONS. 


10 






































































































































































% 






































































ter 4 


THE MARKET FOR "CERAMIZED" COSTUME JEWELRY 

AND GIFTWARES 


The profit possibilities offered you in the field of "Ceramizing" are by no means lim¬ 
ited to Baby Shoes. We have placed emphasis on this particular phase since it is prob¬ 
ably the best known application of the Warner Approved Method, and enables us to 
speak in terms with which you are generally familiar. Furthermore, the methods and pro¬ 
cedures used, as well as the equipment and materials, are identical to those required in 
the "Ceramizing" of any of the thousands of commonplace objects and materials that can 
be preserved, beautified, even created by this wonderful new process. 

Once you have mastered the preparation and "Ceramizing" of 
Baby Shoes, it is a simple matter to branch out into many profitable 
side-lines that offer a waiting market for your new artcraft. 

Keep in mind as you plan your "Ceramizing " business that you are not selling a single 
commodity or service. You are marketing your ability to put highly specialized knowledge 
and equipment to work in an unlimited field. Not just Baby Shoes. Not only leather, cloth 
and felt, but every mineral and material, and all products made from them! The thrill of 
creative pride that comes to men and women in "Ceramizing" will never diminish. There 
is as much fun in doing the thousandth piece as there was in the first, and as much profit. 
The constant variety of the work keeps it always fresh and interesting. 

TRULY, AN UNLIMITED FIELD 

In order to fully appreciate the vast opportunities opened to you by the Warner Method 
of "Ceramizing”, stop and think for a moment of all the materials that you possibly can— 
metals, plastics, plaster, paper, cloth, wood, leather, rubber, flowers, leaves, etc. Even if 
you were given a hundred years, it just wouldn't be possible to come up with a complete 
list. Manufactured products by the score are waiting for the magic touch of the "Cerami- 
zer" to add beauty and decoration to their utility. Mother Nature's masterpieces of design 
furnish you with an endless variety of beautiful forms for the creation of costume jewelry 
and useful giftwares for the home. And the market for reclaiming faded and timeworn 
treasures and objects of art is a tremendous business of its own. 

On the shelves in our experimental "Ceramizing" shop you will find almost every type 
of material imaginable that has been "Ceramized" to look like kiln-fired china or glowing 
mother-of-pearl. Some have been preserved as sentimental keepsakes, others "Ceramized" 
as products for sale. The beautiful full color illustrations of "Ceramized" novelties, jewelry 
and giftwares on the cover of this book are representative samples . . . barely a scratch on 
the surfact of this growing young industry. 




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SENTIMENTAL TREASURES AND ART GIFTWARES 
COSTUME JEWELRY AND NOVELTIES 

The partial listing below contains the most common materials and objects available 
for "Ceramizing", and while not complete by any means, will illustrate the vast possibili¬ 
ties awaiting the Warner Operator with imagination and a willingness to experiment. 


Baseballs 

Sea Horses 

Large Insects 

Leaves 

Baby Bottles 

Plastics 

Teddy Bears 

Baby Shoes 

Baby Gloves 

Compacts 

Chessmen 

Baskets 

Nuts 

Candles 

Pine Cones 

Christmas Ornaments 

Soap Carvings 

Flowers 

Dolls 

Sea Shells 

Root Formations 

Dog Collars 

Pipes 

Dresser Sets 

Perfume Bottles 

Golf Balls 

Compacts 

Glassware 

Buttons 

Artificial Flowers 

Plaster Figurines 

Paper Plates 

Religious Figures 

Book Covers 

Radio Cabinets 

Wood Carvings 

Table Lamps 

Book Ends 

Ash Trays 

Picture Frames 

Flower Pots 

Desk Sets 


PLUS REFINISHING AND RENEWING OF HOUSEHOLD ARTICLES AND FURNISHINGS. 


HUMAN NATURE —YOUR TOP SALESMAN 

The final sales-making ingredient that helps to create the vast market for your ''Cer¬ 
amizing'' service is supplied by your customers . . . that intangible something known as 
"human nature." The wise businessman always makes use of this important factor in his 
sales program. Pick up any magazine or newspaper you happen to have in your home. 
Look at the advertisements and see how experienced sales and advertising men make use 
of human nature. The jeweler plays upon sentiment in selling his diamonds—"eternal 
keepsakes to be treasured always by the one you love" . . . the furniture manufacturer and 
tailor, aware that people like something different, stress the point that their products are 
new and original in design . . . and almost all types of merchants take advantage of the 
fact that it's human to want the best. 

To see how the human desires mentioned above tie in with the vast field of "Ceramiz¬ 
ing'', it will be necessary to look upon your business as two separate enterprises. One en¬ 
gaged in the performance of a service (such as the preserving of Baby Shoes and other 
mementos) and the other engaged in a manufacturing operation (creating costume jewelry, 
"Ceramizing" statuettes, giftwares, etc.). 

Actually, insofar as the conduct of your shop is concerned, there is no appreciable dif¬ 
ference between the two. In the case of the service, the customers furnish the articles to be 
"Ceramized" and you perform the service of preserving them in China or Pearl finishes. 
The articles you will "Ceramize" in the manufacturing phase of your business, on the other 
hand, will be those produced or purchased by you and prepared for sale as souvenir or 
gift shop merchandise. 

As you will see in the discussion to follow, the service phase of your "Ceramizing" 
business offers a sentimental appeal as its chief stock in trade, whereas the manufacturing 
end plays upon the human desire for something new and different . . . and Ceramizing 
certainly can claim that honor! 


13 




"CERAMIZING" AS A SERVICE 


Nearly everyone has treasured mementos that they've saved through the years as a 
constant reminder of an outstanding event in their lives. The golfer, for example, who 
made a hole-in-one has very likely kept the golf ball with which the feat was accom¬ 
plished. The dog-lover who has saved the first tiny dog collar worn by his prize-winning 
pup—the couple who saved the cork from the bottle of Champagne with which they toasted 
each other at their wedding—the hobbyist who treasures his first wood carving — and the 
sentimental parents who not only saved their babies shoes, but their favorite doll and 
Teddy bear as well. There's no rhyme or reason to the things people keep as souvenirs 
and keepsakes—objects of every size, shape and description. Regardless of what the ob¬ 
ject is, you can be sure of one thing . . . it's a ''natural'' for "Ceramizing!" 



“Eternalize” baby shoes, 
toys, and other senti¬ 
mental mementoes. 



Why? Well, a golf ball or dog collar is hardly the type of decoration for a living room 
. . . and a worn and creased Baby Shoe, in spite of the sentimental memories it brings back, 
is rather out of place on the highly polished mahogany sideboard. So instead of being 
prominently displayed as their owner would like them, the keepsakes are usually tucked 
away in a bureau drawer or storage box in the basement or attic—out of sight, but most 
assuredly not out of mind. 

It doesn't take much of a sales talk to sell these people on the idea of having these 
articles ''Ceramized” once you point out the advantages of your service. How through 
your artistry and the magic of the "Ceramizing” process the battered golf ball can be fin¬ 
ished in a gleaming China and mounted on a grass-green and textured plaster-of-paris base, 
thereby becoming as attractive a sports trophy as ever graced a sportsman's den. With 
your "Ceramizing" skill and a little imagination, the dog-collar. Champagne cork and wood 
carving take on new beauty and attractiveness as well as a new, practical use after being 
mounted on ash tray or picture frame base. 

There are few persons, indeed, who can resist the sales appeal of 
your novel and sentimental service ... if they know that such a serv¬ 
ice is available to them! It's up to you to let people know that while 
you may specialize in the "Ceramizing" of Baby Shoes, you will gladly 
apply your skill to the preservation of any treasured keepsake! 

"CERAMIZED" PRODUCTS 

From a manufacturing standpoint, there are countless opportunities for the Warner 
Method Operator with imagination to develop a number of sideline businesses. Art ob¬ 
jects, novelties and costume jewelry are just a few of the many lines that can be produced 
practically and profitably in your "Ceramizing" shop. Specialty items in this category 
have always enjoyed a ready market and better than average profit margin, and those pro¬ 
duced in your shop will be no exception. 


14 
















































. 


















































































































"CERAMIZED" PRODUCTS AS "FILL-INS" 

Even if you do not plan to enter into the manufacture of "Ceramized" novelty or gift- 
ware items on a large scale, you will still find it most practical to have several "stock 
items on hand as fill-in material. They can take up the slack in your regular production 
during the occasional waiting time" on a job (this is especially important if you employ 
hourly help) and provide an excellent use for the odds and ends of various finishing ma¬ 
terials that would ordinarily be discarded as perhaps being not enough for a complete 
Baby Shoe order . . . still useful and valuable, so why waste them? This practice will not 
only result in lowering production costs, but will also provide you with "Ceramized" ar¬ 
ticles that can be sold for handsome prices. 



Costume Jewelry from flowers, 
leaves, nuts, and shells. 


Paper Weights, Trays, and 
Objects of Art from Nature. 



“Ceramized” Busts, Figures from 
plaster, or wood carvings. 




“Ceramized” Objects of glass, 
leather, plastics, or rubber. 


"CERAMIZING" PLASTER CASTINGS 


Plaster castings, for example, offer an almost inexhaustible source of subjects for 
"Ceramizing." They can be produced easily and inexpensively right in your own home, 
with a corner of your "Ceramizing" shop or even your kitchen table providing ample work 
space. Original models, from which a rubber mold will be made, can be purchased in any 
dime, department or novelty store, and once you've made a mold of an article, you can use 
the mold to turn out hundreds of faithful plaster reproductions. You can profitably cast an 
endless variety of objects . . . statuettes, book ends, ash trays, wall placques, etc. The cost? 
Only a few cents per casting] If you do not care to extend your efforts into the actual cast¬ 
ing of products, they can be purchased in quantity direct from the manufacturers at whole¬ 
sale prices. Higher, of course, than those produced by yourself, but still advantageous to 
your gross profit picture. 

When these plaster castings have been skillfully "Ceramized" they are transformed 
from white, colorless plaster into articles comparing in beauty and richness to those selling 
at high prices in the most exclusive gift shops in the nation! 


NATURE —A FINE SUPPLIER OF SUBIECTS 

The products of nature, while sometimes requiring a little more imagination on the part 
of the "Ceramizer," provide another rich source of material. Leaves and flowers, interest¬ 
ing root and branch formations, pine cones, sea shells, large insects, sea horses, etc., are 
limitless in number and variety and can be transformed into graceful, gleaming novelties, 
giftwares and attractive costume jewelry pieces by the Warner Approved Method. And 
best of all . . . they don't cost you a cent! Such articles have a value far in excess of their 
material cost, for your "Ceramizing" handcraft enables you to accomplish a feat impossi¬ 
ble to even the most highly skilled artisan or complex machine . . . the ability to reproduce, 
in the daintiest ot Dresden or the glowing fluorescence of Pearl, the grace and delicate 
beauty which can be imparted only by the hand of nature! 


15 











SOUVENIRS 

While "Ceramized" products of nature will always find a ready market as gift and 
novelty merchandise, they have in some localities, a special value as souvenirs. A city 
famous for its ancient oak or elm trees provides a natural tourist market for leaves "Cera¬ 
mized" as costume jewelry, candy dishes, etc. In the western sections of our country, what 
could make a more pleasing souvenir to the average tourist than a small cactus or gnarled 
tree branch with the finish of skillfully sculptored and kiln-fired China bric-a-brac. The 
seashore, the mountains, even the big cities have an endless variety of commonplace ob¬ 
jects representative of the locality that can be made into profitable, fast-selling novelty 
souvenir merchandise. 

Regardless of your plans for the future of your "Ceramizing" business, one thing is 
certain . . . the possibilities are as unending as time itself. 



Shown here are a few examples of the many novelties and gift wares that have been 
"Ceramized" in our experimental shop. Some are products of nature, some are souvenirs 
and dime store merchandise "Ceramized" as novel decorations for the home. 






































































































































ter 5 


WHAT IS "CERAMIZING"? 


"Ceramizing" is the name given to an amazing new process. It is taken from the word 
"Ceramic"—meaning those things that are made of porcelain or china. True Ceramics is 
perhaps one of the most ancient arts of mankind, and as you know, depends essentially 
upon the use of clay for forms, various types of glazes for finished surfaces, and baking at 
high temperatures in large ovens, or kilns. This method, of course, limits the Ceramic proc¬ 
ess to clay and clay products as base material because of the high temperatures involved. 

By the Approved Warner Method "Ceramizing" Process, anyone can make ordinary 
objects of any material look like the most expensive kiln-fired china. Even the rare porce¬ 
lains look so much like the products of the modern "Ceramizer" that it reguires the eye of 
the connoisseur to tell them apart. 

In spite of the magical results obtained by "Ceramizing" the process is simple and 
easy to learn, and can be applied to virtually any material you can name . . . glass, wood, 
plaster, paper, leather, cloth, plastic, metals, rubber and even the delicate organic mate¬ 
rials such as leaves, flowers, and even insects! 

WITH PROPER TECHNIQUE IN PREPARATION, THESE MATERIALS—IN 
ANY FORM—CAN BE "CERAMIZED" TO PRESERVE THE DETAIL AND 
ENHANCE THE BEAUTY OF THE ORIGINAL ARTICLE. 

Briefly, the "Ceramizing" process consists of three basic steps— 

(1) Preparation of the article to impart strength, render it moisture- 
proof, and provide a suitable base for color-coating. 

(2) Color the article, apply trim or decoration, and finish coat in 
Dresden China or Mother-of-Pearl effect as desired. 

(3) Apply Porceglaize Powders for full high-glaze, kiln-fired appear¬ 
ance. 

The amount of preparation required in Step 1, is entirely dependent 
upon the characteristics of the material of which the object is made. 

The classification of materials in the following paragraph will enable 
you to readily determine the amount and extent of preparation neces¬ 
sary. 

CLASSIFYING MATERIALS FOR "CERAMIZING" 

All materials and the products of all materials can generally be placed in one or two 
classifications in regard to their substance and composition . . . they are either open-grained 
porous substances, or close-grained, non-porous substances. 


Classification No. 1 

Open-grained or Porous Substances —Typical of open-grained, porous substances are 
leather, cloth, felt, wood, plaster, unglazed earthenware, paper, etc. Because of their ability 
to absorb moisture, these materials, plus any others having the same characteristics, must 
be rendered completely non-absorbent before "Ceramizing." 


17 










Further characteristics of some of the materials in this Classification are a lack of 
strength and body due to their composition. Articles of cloth, leather, felt, etc., are usually 
soft and yielding to the touch. It follows, then, that these materials must also be given suf- 
ficent strength in order to retain their original shape during handling, and after the "Cer¬ 
amizing'' process has been completed. 

One of the most important advantages of the newly developed Warner Approved 
Method of "Ceramizing" is the use of Warner's "Plas-Tuff" Pre-Coat Hardening Compound. 
This laboratory tested and approved compound is specially prepared to render open¬ 
grained materials moisture-proof and rock-hard in the same operation. Furthermore, "Plas- 
Tuff" provides an excellent base for the application of all "Ceramizing" finishes. On soft 
materials, two or more applications of "Plas-Tuff" Pre-Coat Hardening Compound are nec¬ 
essary ... on hard, porous materials such as wood and plaster one application is sufficient 
to moisture-proof and provide a base for color finishing. 

Classification No. 2 

Close-grained, Non-Porous Materials—Examples of close-grained, non-porous materials 
are glass, plastic, soap, bakelite, metals, etc. These materials and any others having no 
ability to absorb moisture do not require a surface sealing, nor do they require special 
treatment to give them strength, as they have body and firmness sufficient for all practi¬ 
cal purposes. However, because of the nature of their surface, which is usually extremely 
smooth, it is necessary to provide a suitable, strongly adhesive base for the color coating 
to follow in the complete "Ceramizing" process. This is again Warner's "Plas-Tuff" Pre- 
Coat Compound, one application is generally sufficient. 

We may make a third classification here to cover the case of organic substances such 
as flowers, leaves, insects, etc., which are non-absorbent (unless in dried form, straw- 
flowers, etc.) and because of their delicate construction require the utmost care in prepara¬ 
tion to give them substance and strength to hold their shape during and after "Ceramiz¬ 
ing." Extremely light coatings of "Plas-Tuff" Hardener should be given these delicate ob¬ 
jects to prevent possible distortion due to uneven drying of a heavy application. 


A WORD OF CAUTION 

Remember, the successful accomplishment of any new craft is not 
always easy. No lecture, no printed word can possibly substitute for 
actual, personal experience. 

The Warner Approved Method of "Ceramizing" requires neither 
muscular effort or any special ability or previous knowledge ... IT 
DOES REQUIRE PRACTICE! 

The purpose of the following chapters is to give you a clear un¬ 
derstanding, a sound and working knowledge of a new art that affords 
an unusual opportunity for individual expression . . . and profit. 


18 


































































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THE FIRST GREAT FIELD OF PROFIT . . . 
"Ceramizing" Baby Shoes 



The Baby Shoes brought to you by your customers have a sentimental value far be¬ 
yond their material worth . . . they are irreplaceable reminders of "Baby Days" that will 
never return. By entrusting such treasures to you, these parents have expressed confidence 
in your ability to produce a "Ceramized" work of art . . . each tiny winkle and scuff faith¬ 
fully preserved, and in appearance as delicate and beautiful as the finest Dresden China. 

YOU CAN DO ALL THIS, AND MORE! 

To deserve this confidence, it is your responsibility to perform each operation as skill¬ 
fully as possible. Use the surest, safest method of preparation. The Warner Approved 
Method. Work with the best of materials, and as far as circumstances permit, furnish your 
shop with the fine materials and supplies offered by the Warner Electric Company. 

THE WARNER APPROVED METHOD 

The New Warner Approved Method of "Ceramizing" Baby Shoes is perhaps the most 
valuable contribution to the field of decorative art ever published. In establishing your 
own business along the basic plan outlined in this book, we strongly recommend that the 
Warner Approved Method be used exclusively in preparing all materials. 

Here, in easy-to-understand form are the rewards of patient and painstaking research 
directed toward a single goal ... to simplify the problems and improve upon the processes 
of a revolutionary new finishing technique offering unlimited possibilities for a profitable 
spare time or full time business of your own. 


19 































ter 6 


PREPARING BABY SHOES FOR "CERAMIZING" 
The Warner Approved Method 


The baby shoes you will get to "Ceramize" are valued not for their beauty, but for the 
happy memories of childhood adventure woven into each fold and crease. Invariably they 
will come to you in the same condition as they were when last worn . . . they will be scuffed, 
wrinkled and in general show evidence of innumerable polishings and much handling. 

Since the shoe itself is the foundation upon which you are to build a beautiful, lifetime 
"Ceramized” finish, your first approach is to remove as much of this residual dirt and film 
as possible, and work from a clean surface. 



ILLUSTRATION No. 1 

Remoying old shoe polish, dirt, grease, etc., from surface of shoes to give a clean, 
uniformly absorbent base for hardening and moisture-proofing the material. Use a mild 
soap and water solution first, then complete the cleaning by wiping with alcohol or 
carbon tetrachloride for best results. 


20 












SURFACE CLEANING THE SHOE 

For the preliminary cleaning of the shoe, use a soft cloth that has merely been damp¬ 
ened in a mild soap and water solution. See Illustration 1. Wipe the entire surface of the 
shoe carefully, being sure to remove any surplus shoe polish that may have accumulated 
in the crease around the shoe sole and in the stitching or design pattern on the toe and 
sides. DO NOT MAKE THE SHOE WET BY SOAKING. 

Then complete the cleaning operation by wiping the surface of the shoe with a wad 
of cotton dipped in either alcohol or carbon tetrachloride (available from your local drug 
store), to cut and remove any greases or oils remaining. The later steps of hardening and 
moisture-proofing the shoe will be more effective if the material of the shoe is uniformly 
absorbent and will allow more complete penetration of the hardener. 

After proper cleaning, the shoe will have a soft and slightly velvety surface. If the 
shoe feels damp to the touch, allow it to dry for at least two hours before processing with 
the next step. In any case, be absolutely sure that shoe is clean, dry and free of moisture 
before the hardening and moisture-proofing treatments are given. 

NUMBERING SHOES FOR IDENTIFICATION 

Singe you will be handling a great number of shoes from many different customers, 
it will be necessary to mark each shoe to correspond with the owner's order number, 
thereby preventing mixups in returning the finished product. As you take in each pair, it 
is a simple matter to pencil the customer's order number on the tongue or sole of the shoe 
as a temporary record. 

Now, for more permanent identification, you should transfer that number to the sole of 
the shoe, deeply imprinted so that it will always be visible through the various color coats 
and ''Ceramized'' finish. The simplest and most practical method is to stamp the number 
with a set of steel numbering dies. 

Slip the shoe over a shoe anvil as shown in Illustration 2. Select the proper numerals 
from your die set and give each a smart tap with a hammer, impressing the number deep¬ 
ly into the leather. If the number is clearly visible, it will remain so regardless of the thick¬ 
ness of the "Ceramized" finish applied later. On felt or cloth shoes, it may be better to 
stamp the number after the first hardening operation, since the material will have more 
body and will better retain the imprint. The hardening compound, being clear and trans¬ 
parent, will not hide your original pencil number. 

Remember also that before mounting the shoes permanently on book ends, ash tray, 
picture frame, etc., this number should also be clearly marked on the underside of the 
mounting. 

The handy shoe anvil shown in Illustration 2 is inexpensive and easily made from 
three ordinary pipe fittings obtainable at any hardware store. The anvil head is a 3 A inch 
pipe cap, the body a 3 A inch pipe nipple about 6 inches long, and the base of the anvil is 
a 3 A inch pipe flange. You can fasten the pipe flange permanently to your workbench, or 
leave the anvil portable, to be stored in a drawer or upon a shelf when not in use. 

A set of steel dies for numbering the shoes can be purchased from the Warner Electric 
Company—Order Number 4-FJ-457 . . . $2.75 per set. 

ARTISTIC ARRANGEMENT OF THE SHOES 

Right here is where you begin to make your efforts stand out as the work of an artistic, 
professional craftsman. The finished appearance of the "Ceramized and mounted shoe de¬ 
pends entirely upon the care and thought applied in giving it a pleasing rounded shape, 
and in artistically arranging the shoe laces. 


21 




ILLUSTRATION No. 2 

Number sole of shoe for identification. Use steel numbering dies to stamp customer's 
order number deeply into the leather. Numbering dies are available through the Warner 
Electric Company—Order Number 4-FI-457 . . . $2.75 per set. 


The best possible "Ceramizing" job would be completely lost on a poorly shaped and 
carelessly arranged shoe, so you will find it a great help to practice shaping and arrang¬ 
ing shoes in several different ways. Always try to give each job an original touch to dis¬ 
tinguish it from the others you have done ... for a reputation for originality is as good a 
recommendation as the quality of your work! Mrs. Smith likes to think her baby's "Cera- 
mized" shoes are just a little more lovable than those you did for Mrs. Jones, and vice- 
versa! It's just human nature, so put it to work for you! 

IMPROVING THE APPEARANCE OF THE SHOE 

First, examine the shoe very critically for loose stitching. Any short ends of threads 
sticking up should be trimmed off as close as possible to the surface of the shoe. Next ex¬ 
amine the shoe laces. Ordinarily, the laces that come with the shoes have worn and frayed 
sections, or they are twisted and knotted so they will actually detract from the beauty of 
the ''Ceramized'' finish. 

You can master this situation very neatly and quickly by keeping a supply of new 
shoe laces on hand and substituting them for the badly worn ones. The 18 inch laces are 
the most commonly used length for size 0 and 1 baby shoes. Keep in mind that when do¬ 
ing a pair of shoes, if one needs a lace, also put a new lace in the other, in order to keep 
the shoes as much alike in appearance as possible. 


22 























. 





















































ARRANGING THE SHOE LACES 

Now lace the shoes neatly and draw the bows uniformly snug so that the shoe open¬ 
ing is fairly even from top to bottom. For variety, you have your choice of several methods 
of arranging the loose ends of the laces . . . one method is to tie a full bow at the top eye¬ 
let, another is to lace the shoe only up to the second eyelet from the top and tie the bow 
there, and still another is to eliminate the bow entirely, lacing the shoe to the first or sec¬ 
ond eyelet and allowing the loose ends of the laces to fall gracefully down the sides of the 
shoe. This last method will give the impression that the shoes have just been removed 
from the baby's feet. It is a very natural and effective style when done gracefully. The 
lacing itself may also be done in several different arrangements, as shown in Illustration 
4. Remember to treat both shoes of a pair in an identical style so they show definitely they 
are mates. 



From this point on you are going to appreciate the outstanding 
advantages of the Warner Approved Method of ''Ceramizing'' and the 
specially compounded materials available for your use. 


HARDENING AND MOISTURE-PROOFING THE SHOE 

This step in the preparation of baby shoes for "Ceramizing'' is a very important one 
for many reasons. Proper hardening of the shoe is necessary to give the soft material 
sufficient strength to resist crushing or denting, both during handling while "Ceramizing" 
and after it is in the hands of the customer. Adequate moisture-proofing of the absorbent 
material will prevent any possibility of structural distortion through drying out, or the other 
extreme, of absorbing moisture from the air over a period of time. And finally, an ex¬ 
tremely adhesive base for the "Ceramized" finish will prevent chipping and peeling of 
the surface even if the shoe is mishandled or accidentally damaged by the customer. 

Warner's "Plas-Tuff" Pre-Coat Hardening Compound is a newly developed composi¬ 
tion specifically designed to be used in preparing articles for "Ceramizing." It is easy to 
handle, fast drying, and imparts a rock-like hardness to any soft, absorbent material . . . 
plus having excellent moisture-proofing characteristics and providing the all-important 
adhesive base for any "Ceramized" finish. Warner's "Plas-Tuff" performs all three basic 
functions in one operation, thereby considerably speeding up your production. 

The degree of hardness and the amount of penetration for moisture-proofing depend 
of course on the number of applications of "Plas-Tuff" given to the article. Two dip coats 
are generally sufficient for the average baby shoe, however, the very soft, expensive kid- 
skin materials may require three or even four in extreme cases. This we will leave to your 
own experience and discretion. 

Warner's "Plas-Tuff" Pre-Coat Hardening Compound comes to you in highly concen¬ 
trated form for greatest economy. For use in pre-stiffening and in later dipping for added 
strength "Plas-Tuff" should be diluted 50 to 75 percent . . . approximately one quart of 
Warner's "Plas-Tuff" to one and one-half quarts of lacquer thinner. Remember to add more 
lacquer thinner to make up for evaporation loss if your solution begins to thicken after sev¬ 
eral days' use. The lacquer thinner should be of a good grade, and may be purchased 
from your local hardware or paint store. 


23 








Any tin, enamelware or glass container of half gallon or more capacity can be used 
to prepare the dilute solution of Warner's "Plas-Tuff" Pre-Coat Hardening Compound. 
Whatever the container, it should be provided with a good tight-fitting lid to prevent ex¬ 
cessive evaporation of the lacguer thinner while the solution is not being used. Also the 
mouth, or top of the container should be as open as possible for easier manipulation and 
removal of the shoe during dipping. 

You will find it most practical to prepare approximately a half-gallon of the dilute solu¬ 
tion at one time. In other words, measure one quart of "Plas-Tuff" Pre-Coat Compound and 
one and one-half quarts of lacquer thinner into your dipping container and mix them thor¬ 
oughly. Keep the balance of the concentrated "Plas-Tuff” tightly covered in the original 
container. 

Warner's "Plas-Tuff" Pre-Coat Hardening Compound is available through the Warner 
Electric Company—Order Number 6-FW-992 . . . $5.85 per gallon. Since one gallon of 
Warner's "Plas-Tuff" is sufficient to prepare up to 100 pair of baby shoes (depending upon 
size, amount of waste during use, etc.) you will find it exceptionally economical as well as 
clean and easy to use. 

CAUTION: Warner's "Plas-Tuff" Pre-Coat Hardening Compound should never be used 
full strength, directly from the can, on any soft material such as cloth, leather, felt, etc. The 
thickness of the solution in its original, concentrated form may cause an uneven deposit, re¬ 
sulting in an unequal drying time over various sections of the article, and subsequent 
shrinkage and damage to the material. Two or three properly diluted thin coatings are far 
more effective and efficient than one heavy coat. 



ILLUSTRATION No. 3 

Dipping shoe in dilute solution of Warner's "Plas-Tuff" Pre-Coat Hardening Compound 
for hardening, moisture-proofing and providing a suitable adhesive base for your Cer- 
amizing” materials. Use a screwdriver or short stick to move shoe about in the hardener. 


24 


































































































THE PRE-STIFFENING DIP 

Drop the shoe into the vessel containing the prepared solution of Warner's "Plas- 
Tuff" and submerge it completely. While the shoe is completely submerged, move it about 
with a short stick or screw-driver to release any air bubbles that may be trapped in the toe. 
See Illustration 3. For this first dip the shoe should be allowed to remain in the solution for 
at least 3 to 5 minutes to allow the material to become thoroughly saturated. Then insert 
the stick or screwdriver used for moving the shoe into the top opening of the shoe and lift 
it out. Allow the shoe to drain over the container for a moment and then transfer it to your 
shoe drying rack as shown in Illustration 5. 

The shoe should be left to drain and dry for 15 to 30 minutes (depending upon room 
temperature, humidity, etc.) After about 15 minutes, touch the baby shoe lightly to de¬ 
termine whether or not the surface is dry enough to handle without leaving fingermarks 
or having the "Plas-Tuff" stick to your fingers. As soon as the shoe is dry enough to handle, 
the next step is to form and mould its shape before further hardening of the "Plas-Tuff" 
causes the material to become permanently rigid. NOTE: If, by accident, you do allow 
a shoe to become stiff and difficult to shape, submerge it once more in your prepared so¬ 
lution of "Plas-Tuff” and allow it to remain at least 5 minutes. This will soften it once more 
and you can repeat the process of draining and drying outlined above. 


ILLUSTRATION No. 4 

Several of the most popular styles of shoe lacing arrangements are shown here. Shoe 
No. 1 is the loose style with laces gracefully draped on either side. Shoe No. 2 has the 
"Ladder Lace" with full bow at the top, Shoe No. 3 has full bow tied at the second eyelet 
from the top, Shoe No. 4 has front cross lacing and Shoe No. 5 has rear cross lacing. 
Remember to prepare pairs of shoes identical to each other, so they will show they are 
mates. 



25 



























































































































































ILLUSTRATION No. 5 

Transferring shoe from "Plas-Tuff" dip to shoe rack for draining and drying. Shoe will 
drain best in an upside-down position. Place the shoe drying rack in the most dust-free 
spot in your shop. 


MOULDING THE SHAPE OF THE SHOE 

Now that the shoe has been given its pre-stiffening dip and is still flexible, yet dry 
enough to handle, the next step is to give the shoe a comfortable looking, rounded shape. 
Some shoes will not have been worn sufficiently to lose the natural stiffness of their ma¬ 
terial, and may need little or no shaping at all. For the most part, however, you will find 
the shoes to be well wrinkled and creased either from long wear or from being packed 
away with other precious souvenirs. 

In handling a shoe that reguires shaping, take short lengths of ordinary wax paper 
(about 12 inches long) and crush them into wads that can be stuffed inside the shoe. See 
Illustration 6. After stuffing the wax paper wherever necessary to bring the shoe to shape, 
you will be able to also form the shoe from the outside by pressing with your fingers any 
sections that may have an overstuffed or "bloated" appearance. 

For the sake of an attractive appearance and for your own convenience in "Ceramiz- 
ing" the shoe, you will naturally attempt to eliminate all sharp and deep creases and folds 
in the material of the shoe. However, do not overdo this shaping to the extent that it will 
give the shoe a smooth, sleek appearance of one that is new! The tiny wrinkles and scuffs 
are the character of the shoe itself and should not be destroyed by over-enthusiastic shap¬ 
ing. 

Your customers do not expect "new" shoes, so proceed cautiously and at the same time 
be considerate of your own requirements insofar as the surface contours of the shoe affect 
your ability to give it the delicate "Ceramized" look. In general, avoid sharp or deep 
creases in the shoes, or excessively rolled over or "wing collar" effects on the shoe tops. 

In stuffing the wax paper into the shoe, be sure that the tongue of the shoe is pressed 
forward against the laces and sides of the shoe and held there as tightly as possible. Later, 
the tongue will be cemented in place, and it will be more convenient for that operation if you 
will arrange it in its approximate position right now. 


26 






I, 








































































































ILLUSTRATION No. 6 

Stuffing the shoe with wax paper for preliminary shaping. Use short lengths of wax 
paper crushed into wads that will fit into the shoe. Give shoe a pleasing, natural shape, 
keeping shoe sole as flat as possible for easier mounting. 


DRYING THE MOULDED AND SHAPED SHOE 

Now that you have completed the wax paper stuffing and shaping of the shoe, stand it 
upright on a sheet of wax paper and allow it to dry for at least 16 hours. This drying will 
allow the Warner's "Plas-Tuff" Pre-Coat Hardening Compound to set to its full hardness 
and the shoe will retain the shape you have given it, and will be easy to handle during 
further preparation. 

At the moment, this drying time may seem to be wasted hours in your "Ceramizing 
shop, but you will find that after you get into full production you will be using this time to 
prepare other shoes, color-coating, trimming and Porceglaizing, etc., and there will actually 
be no wasted motion from start to finish. 

CEMENTING THE SHOE LACES IN POSITION 

After the shaped shoe has become completely dry, carefully remove all the wax paper 
stuffing. The next operation is to cement the shoe laces and bows against the sides of the 
shoe. The inner curve of the bow can be cemented as flat as possible against the side of the 
shoe, and the outer portion of the lace allowed to curve out gracefully, if you desire. Most 
operators prefer to cement the entire bow flat against the side of the shoe because of easier 
handling for the remainder of the ''Ceramizing'' process. However, it is a matter of prefer¬ 
ence and you can make your own decision after experimenting both ways. In all cases, it 


27 































































































■ 




















ILLUSTRATION No. 7 

Cementing shoe laces and bows as flat as possible against sides of shoe. Use quick¬ 
drying household cement along all points of contact. Arrange shoe laces carefully. 


is recommended that the tip ends of the laces be cemented flat against the side of the shoe 
so as not to leave a projection that can be easily damaged by careless handling. 

A quick drying household cement is recommended for fastening the laces to the shoe. 
While the cement is drying, the laces can be held in place with several of the spring type 
clothes pins as shown in Illustration 7. 

Next, bring the tongue of the shoe forward against the laces and sides of the shoe and 
cement it firmly in place. One or two of the spring type clothes pins can be used to ad¬ 
vantage here also ... in some cases the same clothes pin holding the bow can also hold 
the tongue in position. 

FINAL DIPPING AND HARDENING OF THE SHOE 

After the shoe laces and tongue of the shoe have been cemented firmly in place, and 
the cement is completely dry, a second dip in your solution of Warner's "Plas-Tuff" Hard¬ 
ening Compound is recommended. This second dip will insure complete coverage, both in¬ 
side and out, of an unbroken coating of "Plas-Tuff" giving the shoe additional hardness, 
effective moisture-proofing and an overall adhesive base for your "Ceramizing" color-coats. 


28 











* 























, 










I 






















































































* 


























This second dipping should be done quickly. Drop the shoe into the prepared "Plas- 
Tuff'' solution, move it about for a moment, and lift it out. Allow the shoe to drain over the 
container, and then transfer it to your shoe drying rack as shown in Illustration 8. For most 
shoes, this second dip will be sufficient for all practical purposes ... if a third or fourth 
dip seems necessary as may be the case on extremely soft materials, the additional dips 
should also be done quickly. , 


Drying time between dips will vary according to room temperature and humidity con¬ 
ditions, however, a drying time of at least 16 hours between dips is recommended, with a 
24 hour drying time after the final dip to insure complete hardness. 


As the shoes are draining and drying on the rack, examine them occasionally to de¬ 
termine whether excess solution is dropping off freely or gathering in beads and ridges 
along the top (they're upside down, remember) edge of the shoe. If solution is forming 
heavy drops and "sagging” down the sides of the shoe, it is an indication that the Warner's 
"Plas-Tuff" Hardening Compound should be thinned still further before the next dip. Gen¬ 
erally, adding an additional pint of lacquer thinner will be sufficient if the correct propor¬ 
tions of approximately IV 2 to 1 were followed originally. 

The shoe drying rack shown in Illustrations 3 and 5 is a very practical and neces¬ 
sary piece of equipment for handling a volume of work in your "Ceramizing" shop. It is 
designed to hold the shoes in the correct position for drying and draining. A shoe drying 
rack can be made very simply and inexpensively by driving several four inch nails about 
6 inches apart, or inserting wooden dowels into drilled holes in a board of any size to fit 
conveniently on your workbench. Keep your shoe drying rack in the cleanest, most dust- 
free spot in your shop. 

TOUCH-UP REPAIR ON CRACKED SHOES 

The majority of the shoes you will get to "Ceramize" will be in reasonably good con¬ 
dition and require no special treatment . . . but it is well to know in advance how to re¬ 
pair those suffering from age or hard wear. 

The most common condition you will find among leather shoes is where the dryness 
of old age (some operators have reported "Ceramizing" shoes that had been made and 
worn in the 1800's!) has caused deep cracks and sharp creases almost impossible to re¬ 
move by shaping. These should be smoothed over as much as possible to eliminate the 
appearance of a sharp, deep crack in the surface. 

For filling cracks and other similar "face lifting" operations on the shoe, you can ap¬ 
ply Warner's "Plas-Tuff" Hardening Compound in its thick, concentrated form. Use a small, 
pointed camel hair brush and flow the heavy "Plas-Tuff" into the crack itself, being care¬ 
ful to avoid ridges on the surface at either side. 

You may also use this method to fill any areas around shoe laces where they are not 
firmly cemented to the shoe, filling in cracks around the edges of heavier soled shoes, etc. 
Through experimentation, you will discover dozens of ways in which the versatility of War¬ 
ner's "Plas-Tuff" Pre-Coat Hardening Compound can speed up your production and give 
Baby Shoes and other materials to be "Ceramized" a surface preparation never before 
possible. 


29 







PLASTER LINING OF BABY SHOES 

As an alternative method of preparing a Baby Shoe for "Ceramizing," Plaster Lining 
the shoe offers some very interesting possibilities and is well worth your time to experiment 
on several samples. 

The purpose is to further strengthen the shoe, and also increase its overall thickness, 
from the inside only, to add very realistically to the appearance of a true Ceramic object of 
art. 

The process of Plaster Lining involves the "filling and pouring" method of the profes¬ 
sional plaster and metal casting industry to produce hollow castings of great strength, yet 
at a considerable saving in materials. In the casting industry, rigid moulds of the object 
to be reproduced are completely filled with molten metal or plaster, allowed to cool or "set" 
for a short interval, and then inverted, allowing the still liquid material to run out, leaving 
a shell of metal or plaster approximately 3/16 inches in thickness that conforms perfectly 
to the pattern of the mould. 

In applying this principle to the Plaster Lining of Baby Shoes, the shoe itself (after its 
first dip, shaping and cementing of laces and tongue) is used as the mould. A very thin 
mixture of plaster is poured into the shoe, and the shoe is turned and rolled over and over 
by hand to allow the plaster to run completely around the inside of the shoe as it hardens 
into a thin shell. Unlike the casting industries method above, this shell is not removed from 
the shoe, but becomes part of the shoe itself, adding strength and weight to the shoe. 



ILLUSTRATION No. 8 

Pouring the Plaster Lining material into the shoe. The plaster-water mixture should 
be about the consistency of heavy cream, so it will flow evenly and smoothly over the 
entire inside surface of the shoe. 


30 


















































































































































' 



























Here's how it's done: After pre-dipping, shaping and cementing the shoe laces, your 
prepared shoe reguires only additional hardening before "Ceramizing" . . . therefore it is 
in excellent shape for Plaster Lining. First, prepare a thin mixture of casting plaster, ap¬ 
proximately one cup of plaster and sufficient water to bring the consistency to that of heavy 
cream. Pour the plaster mixture into the shoe (do not fill the shoe completely) and rotate 
the shoe, turning it over, sideways, upside down, etc., so that the plaster continually flows 
over the entire inside surface of the shoe as it hardens. Since the plaster is thicker than 
water and flows rather sluggishly, you can flow it right up to the top inside edge of the 
shoe without spilling out. The proportion of plaster mentioned above should flow around 
the inside of the shoe, leaving a wall thickness of approximately 3/16th inches, sufficient 
for the purpose. If the thickness is less than 14th inch, the process should be repeated after 
the first Plaster Lining has dried. 

Illustration 8 shows a cut-away shoe that has been Plaster Lined, to better illustrate 
the process. When the plaster has hardened sufficiently so that it no longer flows as you 
turn the shoe, place the shoe upright in any location having free circulation of air to pro¬ 
mote quick drying and do not handle it for about 8 hours. 

After the Plaster Lining has completely dried you will find it hard and smooth to the 
touch. As smooth as any ceramic, and offering much the same strength. As a matter of 
fact, upon lightly tapping the outside of the shoe with a pencil or screwdriver it has almost 
the ring of a true ceramic! 

One reason for this ceramic-like ring, is because of a chemical characteristic of the 
casting plaster itself. After being mixed with water, a chemical reaction takes place in 
the plaster, generating heat and expanding as it dries. This slight expansion results in 
extremely close fitting contact of the plaster with the form of the shoe, and the two are per¬ 
fectly bonded as almost one piece. 

With the Plaster Lining completely dry, the second dip in Warner's ''Plas-Tuff'' Pre- 
Coat Hardening Compound will further harden the plaster, make it moisture-proof and pro¬ 
vide the base for color coating, inside and out. 

A super-strength casting plaster under the trade name of ENDUROCAL is available 
from the Warner Electric Company—Order Number 10-FW-1728—$1.85 for 10 pounds . . . 
$13.85 per 100 lb. drum. 



31 








































































































» 



















































"CERAMIZING" BABY SHOES 
Dresden and Pearl Finish 

Here again you will benefit by the advanced technique developed by the Warner Elec¬ 
tric Company in perfecting materials and methods especially formulated for the artcraft of 
"Ceramizing." 

You have just completed the first of three basic steps in the "Ceramizing” process. The 
shoe, or pair of Baby Shoes you have prepared are now cleaned, given a graceful, natural 
shape with laces cemented neatly in place, etc. The shoes have been hardened and mois¬ 
ture-proofed with the new "Plas-Tuff" formula that has also provided an adhesive base for 
the color-coating that now follows. 

Up to this point, cleanliness has been only a minor consideration. It now becomes very 
important, for the actual color coating and trim are the Hallmarks of your trade, the finish¬ 
ing qualities by which your work will be judged. The greatest contribution you can make 
toward producing the highest quality workmanship in your "Ceramizing" business is to 
have a neat, orderly workshop . . . equipped with as many labor and time saving acces¬ 
sories as you find necessary. 

First, keep your working area as clean and free from dust and dirt as possible. This is 
especially true in arranging your shoe drying racks. They should be located away from 
any traffic lane through the room, and away from open windows where drafts may circu¬ 
late dust in the room, or bring in dust from the outside. 

To make the top of your worktable easy to keep clean, cover it with several thicknesses 
of newspaper. When the top sheet becomes soiled, simply slide it off and work on the clean 
sheet below. You will find this much easier than working on a bare bench or table top 
where any spilled material must be wiped off to keep it clean. Keep a few clean rags 
handy to use as hand cloths, general cleanup, etc. 

ACCESSORIES FOR YOUR "CERAMIZING" SHOP 

So much for the workshop. Now, before starting the actual "Ceramizing” process, there 
is one shop accessory that is a wonderful convenience for handling the Baby Shoes from 
start to finish. It is the Shoe lack, a simple gadget you can make very easily from that old 
standby, the wire coat hanger. You will see Shoe lacks in use in several of the step-by- 
step process photographs in this section of the book, which will demonstrate their conven¬ 
ience much better than words can describe. 

Illustration 9 shows how a Shoe Jack is made. One wire coat hanger is cut in half 
with pliers or snips, and each half will make one Jack. As shown in the illustration, a short 
bend is made in one of the wire ends for the heel, and a longer bend (to reach into the toe 
of the shoe is made in the other. Adding a 1 inch right angle horizontal bend to the long 
wire going to the toe will give the Jack an extra gripping surface on the inside of the shoe 
to prevent side wobble. Spreading the two legs of the Jack apart will add more spring ten¬ 
sion for a firmer grip if necessary. 


32 





ILLUSTRATION No. 9 

Bending the Shoe lacks made from ordinary wire coat hangers. Note in cut-away 
shoe how right angle bend in toe wire adds extra gripping surface to prevent side wobble. 
One coat hanger will make two Shoe Jacks. 




, ^ 


IMI 


As you will note on the cut-away shoe, the finished Jack supports itself away from all 
sides of the shoe, particularly around the top edge. This will allow you to finish the inside 
of the shoe at the same time, with no danger of smearing or marking the surface. The 
small contact made by the heel wire will barely be visible, probably not visible at all, 
down deep in the shoe. 

Now that you have a convenient method of handling the Baby Shoes during color¬ 
coating, an additional accessory is the shoe drying rack shown in Illustration 13. This rack 
is designed to hold the Shoe Jack firmly, keeping the color-coated Baby Shoe in the cor¬ 
rect upside down position for proper drying. As you can see, only a few pieces of scrap 
lumber and a half dozen nails are required. 

Two 1x2 boards are used to make the slot into which the round end of the Shoe Jack 
is inserted. Clamp the 1x2 boards side by side (flat) in a vise, and saw several grooves 
approximately 3 A inches deep and about 4 inches apart. Now when you place the two 
boards upright against each other, the facing grooves will form a slot as shown in the illus¬ 
tration. Nail the two 1x2 boards together and nail this assembly to any wider board for 
a base. It's a handy little device, and takes less time to make than to tell about it. You 
will probably need several as your production increases. 


33 






















"CERAMIZING'' BABY SHOES 
Applying the First Color-Coat 

With our equipment problems out of the way, we can get down to the first step in an 
actual Ceramizing" project. The base color coats that you will use constantly in your 
Baby Shoe Ceramizing” come prepared in the four most popular colors—Baby White— 
Baby Blue—Baby Pink and Baby Ivory. Order Numbers 10-FW-1791 White—10-FW-1746 
Blue—10-FW-1747 Pink—10-FW-1748 Ivory . . . priced at $1.95 per quart. 

These ready-mixed colors have been skilfully blended by expert color craftsmen, and 
each is a delicate, true color. The Pink, Ivory and Blue are recommended for use just as 
they come from the container, and for your convenience and economy of operation these 
should be your stock colors for the Baby Shoe trade. 

The Baby White can be colored to any shade of the rainbow, using the Warner's 
Color Concentrates, Order Number 10-FW-1754 . . . 28c each tube, in colors Green, Blue, 
Red, White, Yellow and Black. A more complete explanation of the methods of color 
blending will be found in a following Chapter. Here we will place emphasis more or less 
on the mechanics of "Ceramizing” rather than color. 



The Warner Pearl Base Colors have been specifically formulated for the Warner Ap¬ 
proved Method of "Ceramizing". They are designed to produce a high integrity finish 
impossible to obtain with the standard type paints and lacquers used by imitators of the 
Warner Method. In the simplest of terms, the Warner Pearl Base Colors provide a plastic 
coating, exceptionally resistant to chipping, cracking or peeling under normal wear and 
treatment. The exact content and formula of this superior finishing material is undisclosed, 
for obvious reasons. However, you should keep in mind as you develop a profitable 
"Ceramizing” business that many thousands of dollars in specialized equipment and tech¬ 
nical "know-how" were invested to make the magic of genuine "Ceramizing" possible. An 
entire industry backs up your efforts. 

APPLYING THE BASE COLORS 
The Spray-Coating Method Versus the Dipping Method 

To apply the various color-coats to the shoe, you have a choice of the two most com¬ 
monly used methods, spray coating or dipping. (Painting by brush is not recommended 
on Baby Shoes because of the difficulty of obtaining a smooth finish around the lace and 
tongue area of the shoes.) 

The choice is for the most part a matter of preference after you have experimented 
and compared the convenience or ease of application between the two methods. In either 
case it is the end result that is important. Some operators feel that a sprayed color-coating 
is superior to that obtained by dipping and vice-versa. However, all will agree that the 
most perfect final finishes are obtained by spraying the Pearl Lustre coating on pearl fin¬ 
ished articles, and spraying the finish coat of China Gloss for Porceglaizing on Dresden 
china finishes. In this our own experts also agree. (More about these two steps later.) 


34 






























































ILLUSTRATION No. 10 

The smaller size Baby Shoes may be dipped directly into the "Ceramizing" material 
container. For the larger sizes, a set-up similar to that used for the "Plas-Tuff" dipping is 
recommended for greater freedom of movement and faster dipping. 


THE DIPPING METHOD 

The dipping process will require much the same set-up as that used for the harden¬ 
ing and moisture-proofing dip in Warner's "Plas-Tuff". You will need a container with a 
good tight fitting lid, and an opening large enough to allow freedom of movement in dip¬ 
ping an average size Baby Shoe. 

Here again, the consistency of the base color must be controlled to allow free draining 
and drying and prevent droplets, sags and run marks from appearing on the surface of 
the shoe. If runs and sags do appear, thin the base color with a good quality lacquer thin¬ 
ner. Remember, several thin color coats are far superior to one heavy coat, so do not try 
to achieve too much color or thickness of material at one time. 

In dipping the shoe for its first color-coat, the Shoe lack can be used as a means of han¬ 
dling the shoe. Insert the lack into the shoe, checking to see that it has a firm grip and is 
not touching the inside surface of the shoe near the top. Dip the shoe, submerging it com¬ 
pletely, into the container of color-coat, and remove it quickly. Hold it above the container 
for a few moments to drain. Then insert the handle of the Shoe Jack into the slotted holder 
in the drying rack and allow it to drain and dry for at least 8 hours. (See paragraph on 
DRYING TIME at the end of this chapter) 

Before handling a shoe, or giving it a second color-coat dip, touch the surface lightly to 
test for complete dryness. DO NOT handle or re-dip a shoe whose surface is not com¬ 
pletely dry and hard to the touch! 


35 




































































































































































' 































































































































































I » 































































































































The second color-coat dip should be done exactly as the first, with emphasis on the 
quick dipping. The reason for a very quick dip is found in the composition of this new plas¬ 
tic coating ... in order to remain liquid in the container, the base colors must necessarily 
contain what is known as a "solvent." And it is the action of this solvent on the already 
dried surface of the shoe that must be prevented, or at least limited to a very great extent 
by the quick dip. 

If the shoe having one color-coat already on its surface is immersed for too long a pe¬ 
riod of time in the second dip, the first color-coat will become softened by the action of the 
solvent and prevent the second coat from adhering. The net result will actually be only a 
single coating of not too good a quality. 

This is also the reason for requiring complete hardness and dryness of the surface be¬ 
fore a second dip, as a completely dry color-coat is better able to resist the solvent action 
that takes place during the second dip. 

NOTE: Since the Warner's "Plas-Tuff" pre-Coat Hardening Compound 
also has a plastic ingredient in its base, its surface will also soften after 
the first color-coat dip. This is entirely a natural action, as a matter of 
fact, just exactly what has been engineered to happen in order to pro¬ 
duce a perfect bond between the two. The shoe itself may even appear 
to have lost some of its original hardness, but this is only temporary 
and no cause for alarm. 

THE SPRAY-COATING METHOD 

Your complete "Ceramizing" Shop outlined on page 117 includes one of the handiest 
portable spray units ever developed for your "Ceramizing" business . . . the Foot Compres¬ 
sor Spray Kit—Order Number 14-FJ-2406 . . . $9.95. 

The Foot Compressor Spray Kit is complete with the rugged Foot Compressor, Expan¬ 
sion Tank to prevent surges and uneven air pressure. Spray Gun Handle, 7Vfe feet of Air 
Hose and two of the newly developed Interchangeable Paint Containers with factory set 
spray nozzles. One of the most important advantages of this spray unit is the ability to 
switch instantly from one color or type of finishing material to another without cleaning 
the entire spray gun! You can have a base-color in one container, and Pearl Lustre or China 
Gloss in the other, and switch back and forth in a few seconds as your production requires. 
Complete instructions with the Kit tell how to assemble and operate it. Additional paint con¬ 
tainers are available to allow still greater versatility of use. 

For best results in spray-coating, the base colors should be thinned approximately 1 to 
2, or one part good quality lacquer thinner to two parts of base color. A simple way to ob¬ 
tain this mixture is to pour approximately V 2 inch (in depth) of good quality lacquer thinner 
into one of your paint containers, then add approximately 1 inch of the selected base color. 
(This will make the total depth of liquid approximately 1 V 2 inches or half the depth of the 
container.) 

MIX THE TWO THOROUGHLY, and test the spray on a piece of cardboard or wood to 
check its consistency. If it is too thin and runs freely, add another V4 inch of base color. 
If too thick, add more lacquer thinner. 

Again use one of your Shoe lacks to handle the shoe, and spray a thin, even coat of 
base color all over the shoe, into and around the laces and eyelets, and inside the shoe as 
far as the spray will reach. Then insert the handle of the Shoe lack in the drying rack and 
allow shoe to become completely dry before spraying the second coat in the same manner. 
A well mixed and correctly sprayed coating should not run or drip. Any tendency toward 
running or sagging is an indication that the mixture was too thin or the shoe too heavily 
sprayed. 


36 

























Drying time for your sprayed base colors will be considerably shortened over that re¬ 
quired for the dip method, and after becoming proficient in handling your spray equipment 
you may find it possible to spray the two coatings in less time than that required for one 
dip coat. A saving in materials will undoubtedly also result. 

SPRAYING THE FINISH COAT —PEARL LUSTRE 

With the base color applied and completely dry and hard the next step is the choice 
of finish . . . Dresden China or Mother-of-Pearl. As before, we will not be concerned with 
the color selected, but with the mechanics of applying each finish . . . first, Pearl Lustre, 
genuine Pearl Essence. 

The finish coating of Pearl Lustre imparts a brilliant pearl-like sheen to the color 
coated baby shoe, that reflects the color of the base coat applied . . . the Blue Base will 
give a blue pearl effect. Ivory Base an ivory pearl effect and so forth. This is because of 
the specialized nature of the ingredients forming the material. 

Pearl Lustre is unlike pigmented colors (such as the base colors) where opacity, or 
extreme hiding qualities are desirable. In Pearl Lustre the base material or vehicle is a 
transparent plastic compound, and the Genuine Pearl Essence that provides the irides¬ 
cence is a solid . . . actually very minute flakes of the silvery coloring matter taken from 
fish scales! In their dry state, these pearl essence flakes are talcum-powder fine, but a flake 
as far as form is concerned. This characteristic accounts for the unmistakable silvery sheen 
that cannot be duplicated by any synthetic process. There is only one Genuine Pearl Es¬ 
sence, and it is found in Warner's Pearl Lustre . . . Order Number 10-FW-1745 . . . $9.85 per 
Quart. 



ILLUSTRATION No. 11 

When spraying Base Colors, Pearl Lustre or China Gloss, keep the spray moving at 
alltimes to prevent runs and spotty coverage. Spray nozzle should be held six to eight 
inches from the shoe, slightly closer for spraying inside the shoe. 


37 






































. 















































































































































.. • 


































































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~ 




























There is only one precaution necessary when applying Pearl Lustre, and that is to stir 
the mixture thoroughly before pouring it into your spray container, and agitate it frequently 
during spraying to keep the Pearl Essence Flakes in suspension in the base material. After 
applying Pearl Lustre to the shoe, like all liquid materials it will flow very evenly and find 
its own level. During the interval of flowing, the Genuine Pearl Essence Flakes will align 
themselves and lap over each other, layer upon layer, in roughly the same fashion that 
shingles on a roof lap over each other. 

This lapping process then puts the broad or flat side of each flake on the same plane, 
reflecting light uniformity, but allowing an iridescence, or change of light reflection to per¬ 
mit the tone of the base color to show through. The amount of color reflected through the 
Pearl Lustre depends of course upon the number of coatings of Pearl Lustre applied. The 
more Pearl Lustre, the more faint and delicate will be the overall color of the shoe. In gen¬ 
eral, two coats of Pearl Lustre will provide a rich, glowing Mother-of-Pearl effect with max¬ 
imum reflection of the base color underneath. 

The dipping process may be used in applying Pearl Lustre, in the 
same manner as described for dipping the base colors. However, extra 
precaution must be taken in thinning the Pearl Lustre to a free-running 
consistency. A heavy accumulation of the Pearl Essence Flakes wher¬ 
ever droplets or ridges are formed will result in a very spotty and 
unnatural appearance. Experiment with both the dip and spray proc¬ 
ess, by all means, but be very sure of your technique before applying 
your skill to a customer's highly prized Baby Shoe. 

SPRAYING THE FINISH COAT —CHINA GLOSS 

To achieve the true Dresden-China appearance from which ''Ceramizing'' takes its 
name, TWO finishing steps are necessary following the base color-coating or Pearl Lustre 
coating, depending upon the style of finish selected. The first step is China Gloss, a clear 
glaze finish that will air-dry to the same hard, high gloss found on baked or fired porcelains 
and ceramics . . . without the costly high-temperature firing. The second step is Porceglaize, 
a pure white, finely ground chemical composition that is absorbed into and acts upon the 
China Gloss surface to almost magically impart the lifelike, gleaming porcelain-china ef¬ 
fect. 


Since the china Gloss Coating is the final liquid material applied in the complete "Cer- 
amizing” process, a smooth, evenly applied coating giving complete coverage is necessary. 
While again, dipping is possible, spray coating is definitely recommended for best results 
and greatest convenience. 

Warner's China Gloss, Order Number 10-FW-1750 at $1.85 per pint is supplied in a 
clear, transparent glaze only. It can be colored with Warner Color Concentrates to any 
hue of the rainbow as described in the Chapter on color, however for this description of the 
process we will use the China Gloss just as it comes from the container. 

For proper spraying consistency, China Gloss should be thinned about 1 to 4 with the 
Color-Craft Thinner, Order Number 10-FW-1749 . . . 65c per pint, that is included in your 
complete workshop material kit. To obtain the correct spraying mixture, pour about Vi inch 
(in depth) of Color-Craft Thinner into one of your spray containers, and add about 2 inches 
of China Gloss, making a total depth of approximately 2 Vi inches. Stir this mixture thor¬ 
oughly and make a test spray as previously described. 

The color-coated Baby Shoe is still clamped in the Shoe Jack, so it is easy to handle 
while spraying. Apply a smooth, even coating of China Gloss over its entire surface, in 
and around the laces, and inside the shoe as far as the spray will reach. Return the shoe 
to the drying rack and allow it to air-dry for at least 8 hours. Test its surface for complete 
dryness before proceeding to the Porceglaizing step to follow. 


38 



ILLUSTRATION No. 12 

Apply Porceglaize Powders very sparingly, as a little will go a long, long way. Use 
a clean, soft cloth and rub the Porceglaize briskly over the entire surface, also the inside 
surface, especially on Plaster Lined shoes. 


APPLYING PORCEGLAIZE —The Final Magic Touch 

Porceglaize Powders are packaged in a small container, but pack a mighty punch in 
the ''Ceramizing" process. Porceglaizing is used extensively in the high quality specialty 
finishing industry and has been a ''trade secret'' for many years, known to relatively few 
people. As a product of Warner Electric Company research, we have the privilege of re¬ 
vealing the method and distributing the materials to the business men like yourself who are 
entering the "Ceramizing" field. 

The ingredients composing the China Gloss glaze finishing material have been speci¬ 
ally formulated to be extremely compatible with the Porceglaize Powders in order to ob¬ 
tain the full porcelain china appearance, and Porceglaize Powders will only be effective 
when applied over China Gloss. When re-ordering Porceglaize Powders, specify Order 
Number 10-FW-1741 . . . $1.25 per Vz ounce. 

The actual Porceglaizing process is very simple and easy to do after the preparation 
steps have been completed. Check the surface hardness of the China Gloss coating, or al¬ 
low an ample margin of safety in the drying time to be absolutely certain that the China 
Gloss coating can stand the light buffing action required in applying the Porceglaize Pow¬ 
ders. The Baby Shoe can now be removed from the Shoe Jack for easier handling. 

Dust a small amount of Porceglaize Powders on a clean, soft cloth and rub briskly over 
the entire China Gloss surface as shown in Illustration 12. Caution: Use Porceglaize Pow¬ 
ders very sparingly, as a little will go a long way. 


39 








As you rub the Porceglaize over and into the surface finish of the shoe you will see the 
China Gloss glaze finish take on a silvery or milky luster, and the brilliance of the surface 
increase to almost double its original intensity. You will see the sparkle and depth of tone 
characteristic of the finest imported porcelains ... so lifelike as to challenge the eye of a 
an expert! 

Be sure to cover the surface of the shoe completely, into and around the laces, the 
tongue, into the crease where shoe sole joins the upper, and even inside the shoe as far as 
you can reach. This last is particularly important if the inside of the shoe has been given 
the Plaster Lining treatment. 

Porceglaizing the Pearl Lustre finished shoes is done in the same manner as described 
above, and results in a very unusual and beautiful Pearl-Porcelain effect. Clear China Gloss 
glaze can be sprayed over the final Pearl Lustre coat, and because of its transparency, 
none of the color or Mother-of-Pearl appearance will be lost . . . the Porceglaizing step is 
identical. 

CAUTION: China Gloss can be sprayed over any of the 
"Ceramizing" finishes, but "Plas-Tuff," Base Colors or Pearl- 
Lustre should not be applied over China Gloss. 



ILLUSTRATION No. 13 

The drying rack especially designed to hold your Shoe lacks is very easily made 
from any scrap lumber and a few nails. Details of the simple construction are shown 
here, with more details on page 33. 


40 



























DRYING TIME —ALL "CERAMIZING" MATERIALS 

In the above description of the "Ceramizing" process just completed, 
we have given approximate figures for the length of time required for 
the "Ceramizing" materials to reach a state of complete hardness. 
These figures may vary, perhaps by several hours either way, and 
should be used as a guide only, not as a definite pattern to follow. 
For example, Humidity . . . the amount of moisture in the air is an im¬ 
portant factor governing complete drying time. During a rainy spell 
or hot, humid weather, drying time will be increased to some extent. 
The same will hold true of the articles prepared in a "Ceramizing" shop, 
located in an unusually damp basement. On the other hand, during 
hot, dry weather, or in a hot dry climate, or in that same basement 
during the winter months when furnace heat has dried the air, the 
drying time of all "Ceramizing" materials will be shortened. 

If the objects to be "Ceramized" are given too heavy a coating, or 
given a second or third coating before the first has dried and hardened 
completely, the covering coat will retard the drying action of the first 
coat and require a much longer time for the complete finish to dry. 

Drying time for the various materials will also be governed by the 
amount of thinner added to them, the "Plas-Tuff," the Base Colors, the 
China Gloss, etc. . . . the thinner the coating, the shorter the drying 
time, because of the "speed-up" action of the rapidly evaporating 
thinner. 

Remember the basic rule that several thin coatings are far superior 
to one thick coating . . . both in function and convenience. Your own 
experience will soon provide the correct formula that will be standard 
operating procedure in your shop. 


41 








« 





























































































































































































































































4 















a 


CljJ 


ter 8 


COLORING YOUR "CERAMIZING" MATERIALS 

Giving your "Ceramized" products their rich lifelike tones, and sparkingly beautiful 
decorative colors is one of the most artistically rewarding steps of the entire ''Ceramizing'' 
process . . . and actually the most simple. 

When you see a scuffed and worn pair of Baby Shoes take on the irridescent sheen of 
Pearl, a dead white plaster figurine begin to glow with warm flesh tones, or any of the 
hundreds of products of nature spring to new life under your touch, you feel a thrill of 
creative pride and artistic satisfaction such as you have probably never experienced before. 

And it seems all the more incredible to you when you realize that it required no par¬ 
ticular artistic talent or previous training to achieve professional results right from the very 
beginning! 


THE WARNER METHOD MAKES COLORING EASY! 

In perfecting the methods and materials used in this new finishing art, Warner tech¬ 
nicians placed emphasis on the development of a color formula that could be used inter¬ 
changeably with all ''Ceramizing'' materials and make it possible to reproduce any tone 
of the color spectrum by a simple mixing process. The results of this research are the 
Warner Color Concentrates, packaged in handy metal tubes for convenient use. 

Color Concentrates are supplied in colors Red, Yellow and Blue, the three Primary 
Colors, and in Black, White and Green . . . three base color pigments. Using the color 
formula of Warner Color Concentrates, plus the Baby White Base Color and clear China 
Gloss materials, you have at your fingertips a veritable rainbow of color selections, with¬ 
out the cumbersome and often wasteful storage problem of dozens upon dozens of fac¬ 
tory prepared stock materials. 



42 





Color, in any amount or for any purpose is so much a matter of personal choice that 
it is impossible to set down any hard and fast rules governing its use. In the paragraphs 
on coloring your ''Ceramizing'' materials to follow, you will learn the various color com¬ 
binations that are most pleasing, and the methods of blending colors to achieve various 
hues, tints, shades and tones of color. 

The use to which you put this information will be a matter of your own preference, 
acquired after actual experience in your new craft, so don't be afraid to experiment! 


THE DEFINITION OF COLOR 

To understand color and the terms used to define color, it is important to know the 
meaning of certain color phrases. Here are their definitions: 

1—The PRIMARY colors are Red, Yellow and Blue. From these basic colors you can 
obtain the secondary colors of Brown, Orange, Green and Purple in various Hues 
(see No. 2). The PRIMARY COLOR CHART will show you the combination of 
PRIMARY colors required to produce the secondary colors. The density of the sec¬ 
ondary color can be controlled by the amount of PRIMARY colors that are used. 
For example, to produce the color Green requires a combination of primary colors 
Yellow and Blue. If a deep Blue-Green is wanted, you would add the color blue 
until the desired Hue is obtained. Likewise, to obtain a yellowish green, you would 
use more yellow than blue and so on. 


PRIMARY COLOR CHART 

COLOR YOU WISH 


COMBINATION OF PRIMARY 

TO PRODUCE 


COLORS NECESSARY 

Brown -- 


--Red—Yellow—Blue 

Orange -- 


--- Red—Yellow 

Green 


- Yellow—Blue 

Purple 


- Red—Blue 


2— HUES are the Primary Colors and their mixtures. For example, the colors obtained 
by mixing the Primary Colors as shown in the Primary Color Chart are all Hues. 

3— TINTS are the Hues obtained by mixing the Primary Colors, PLUS the addition of 
White to lighten the color. As an example, a mixture of the Primary Colors Red 
and Blue result in a Purple Hue, and to achieve a TINT of that Hue, White color 
concentrate is added. 

4— SHADES are the Hues obtained by mixing the Primary Colors, PLUS the addition 
of Black to darken the color. Mixing the Primary Colors Red and Yellow result in 
an Orange Hue, and the addition of Black color concentrate produces a Shade of 
Orange. 

5— TONES are the Hues obtained by mixing the Primary Colors, PLUS the addition of 

both Black and White Color Concentrates. 

% 

UNLIMITED COLOR COMBINATIONS 

From this color formula breakdown, you can readily see how combining the basic 
Primary Colors in varying proportions will result in an infinite number of Hues of color 
. . . then adding White, Black, or both Black and White to any Hue will produce an in¬ 
finite number of Tints, Shades or Tones of color. On a purely mathematical basis, the 
number of color combinations possible by this method is well in the thousands, more than 
the human eye could classify. 


43 














ILLUSTRATION No. 14 

Here are typical examples of plaster castings ready to be beautifully "Ceramized” as 
giftwares and home decorations. See Chapter 13. 


COLOR PROPORTIONS 

One important point to keep in mind while reading this chapter on Color, is the dif¬ 
ference between the two "Ceramizing" materials you are coloring. The China Gloss is a 
clear, transparent material, and the Baby White Base Color is an opaque material, mean¬ 
ing that it is already pigmented (white) and therefore not transparent. 

In coloring clear China Gloss, the predominating color of the formula should be 
blended into the material first, and the tinting, shading or toning Color Concentrates added 
as a second and third step. For example, to color clear China Gloss a Purple HUE, you first 
add Red Color Concentrate and blend it in thoroughly, then add Blue Color Concentrate in 
small amounts, blending thoroughly each time until you arrive at the Hue desired. Then 
to make a TINT of Purple, add a small amount of White Color Concentrate, or to make a 
SHADE of Purple, add a small amount of Black Color Concentrate, and so forth. 

In coloring Baby White Base Color, you can naturally eliminate the addition of White 
Color Concentrate wherever it is called for in the color formula. Because of the bright 
white pigment in the Baby White Base Color and the fact that it is opaque, all Color Con¬ 
centrates will affect a color change more quickly and should be added in small amounts 
until the desired color is reached. 

When mixing color for any "Ceramizing" project, the amount of material required of 
course depends upon the size of the area to be covered, therefore since the total amount 
of material will vary, it is not possible to give any exact figures as to the amount of each 
color to be used. However, in any Hue, Tint, Shade or Tone, one color predominates all 
others, or in other words one color is used in a larger amount than the others and should 
be the first color blended into your material. 


44 




































































































































































The chart below contains a listing of many of the generally accepted standard colors, 
and the Color Concentrates used to produce these colors. Some you will recognize as Hues 
made by blending the Primary Colors, some are Tints, Shades or Tones of color made by 
adding Black, White or both to the Hues. The Color Concentrates are arranged in the 
order in which they should be blended, the predominating color first. 

NOTE: Because of the many uses for Tints, Shades and Tones of 
Green in your "Ceramizing" artcraft, a pure Green Color Con¬ 
centrate has been specially prepared and included in your com¬ 
plete equipment layout to save mixing the Primary colors to 
produce this Hue. 


COLOR FORMULA FOR EIGHTEEN STANDARD COLORS 

Color You Wish to 


Color Cencentrates to Be Added to Clear China Gloss 

PRODUCE 


or Baby 

White Base Color 




1 

2 

3 

Brown . 

Rorj 

Bln° 

-Yellow 

Ochre- 

-Orange- 

-Yellow 


Purple 

Red 

Blue 


Violet 

Purple 

Blue 


Magenta- 

Purple 

Red 


Pink 

White 

R°d 


Tan 

Wh jfp 

‘Rlrfr'R 

.Red 

Aqua 

Green 

Blue 


Orange - 

Yellow 

Red 


Vermillion 

Orange 

Red 


Emerald - 

Green 

Yellow 


Turquoise Blue 

White 

Blue 


Rust Rrown ^_ 

WViitP 

.... Rprl 

Green 

Light Buff 

White 

Yellow 


Pale Green 

Whitp 

Grppn 


Rose - 

White 

Red 


Emerald - 

-— Green- 

-Yellow 




R^d 

-Yellow 






COLOR COMBINATIONS 

After any of the above colors have been obtained, the addition of Black Color Con¬ 
centrate can make them darker, and the addition of White Color Concentrate will make 
them lighter, as the beautiful pastel colors that are so popular in decorative color schemes 
today. 

To give greater variety to your Color Formula, it is possible to reverse the predomi¬ 
nating color order, using those colors listed under No. 2 as No. 1 and the predominant color 
No. 1 as No. 2. 

To complete the many color combinations already given, the Color Concentrates Black 
and White may be mixed in many proportions to cover the entire grey scale from black 
to white. These grey scale shades can also be colored in many tints by addition of the Pri¬ 
mary Colors. 


45 




















































































































































































■ - ' ' • ' 
























COLOR WHERE COLOR IS NEEDED 

As you have seen from the foregoing Color Formula Presentation there is no limit to 
the variety of color possible in your ''Ceramized'' production of Baby Shoes, Costume Jew¬ 
elry and Giftwares. We would, however, like to point out a practical limit for color in the 
first great market for your "Ceramizing" service—the preservation of Baby Shoes. 

In this field it is easy to get business, and a good volume can be built in a very short 
time. And as the market is already established it has been possible to observe a very 
definite pattern of preference in the types of "Ceramized'' Baby Shoe finishes that are now 
recognized as standard. 

The three Base Color materials supplied in your complete "Ceramizing" shop layout 
on page 117, Baby Ivory, Baby Blue and Baby Pink are the colors most often chosen by 
parents who are having their children's first shoes "Ceramized" as precious mementos of 
childhood days. Your experience will undoubtedly be identical. 

For this reason, these three most popular colors are supplied ready for use . . . mixed 
by color experts to save time in your own shop production, and thereby help increase your 
profits. 

By no means is it necessary to limit your production to these three colors to the ex¬ 
clusion of all others, for variations of these colors can be made by adding slight amounts 
of the Primary Color Concentrates. Your "Ceramized" Baby Shoe color selections can offer 
great variety and yet be guite simple to produce. Your own convenience deserves consid¬ 
eration, especially where the potential volume is high. 



46 














PLEASING COLOR COMBINATIONS 
"CERAMIZED" BABY SHOES AND MOUNTS 

In "Ceramizing" the metal mounts, picture frames, etc., that are companion pieces 
to the ''Ceramized'' Baby Shoes, you will be providing an additional background of color 
that should be complementary to the color chosen for the shoes. The chart below suggests 
some pleasing combinations for your standard "Ceramizing" colors. 


Baby Shoes 
Baby Pink 
Baby Ivory 
Baby Blue 


Mount 

Blue or Ivory 
Pink or Blue 
Pink or Ivory 


Picture Frame 

Pink 

Ivory 

Blue 


In any of the Mount and Shoe combinations, the mount can also be "Ceramized" in 
a darker Shade of the same color used on the shoe, and if a picture frame is included as 
an accessory, it can be a lighter Tint of the same color. This will provide contrast, but not 
a clash of color. 


COLORING COSTUME JEWELRY, STATUARY, GIFTWARES, ETC. 

In these fields you can be guite free in your use of color, not gaudy flaming hues, but 
a great variety of color. With the exception of possible mass production of a staple ar¬ 
ticle, in your Costume Jewelry and Giftwares you will strive for originality in each piece 
and your combinations of color can set each article apart as an individual expression of 
your handicraft. 

Many suggestions for color can be found in the color photographs in the various 
magazines, giftware catalogs, etc. A scrapbook of colored photographs will be a valuable 
addition to your shop. The Public Libraries will also provide a source of help in coloring 
figurines in the authentic dress of the country or the period they represent. For example 
the colorful dress of Colonial days can be found in many historical books, and maga¬ 
zines such as the National Geographic will provide excellent examples of the costumes of 
many foreign countries. 

The most important color in figurine painting is the flesh tone, the color formula for 
which is included in the Color Chart on page 45. Adding a slight extra touch of Red Color 
Concentrate will give a ruddier complexion to masculine figures. 


METALLIC "CERAMIZED” FINISHES 

Warner's GOLD-TONE and BRONZE-TONE Metallic Powders can be added to clear 
China Gloss to achieve metallic "Ceramized" finishes for overall color, or for striping or 
design work on any of your "Ceramized" objects of art. Simply measure out the quantity 
of clear China Gloss needed, add a small amount of the Metallic Powders and either brush 
or spray the mixture as required for the particular job. 

Warner's Metallic Powders can be ordered direct from the Warner Electric Company 
in 1 ounce containers at $1.00 each. GOLD-TONE—Order Number 10-FW-1743 . . . 
BRONZE-TONE—Order Number 10-FW-1744. 


"ANTIQUE" FINISHES 

Warner's Antique Brown—Order Number 10-FW-1759 . . . $1.25 per jar, supplied in 
your complete "Ceramizing" equipment layout, is used primarily in figurine finishing, or 
on articles having deep recesses or folds where a shadow effect is desirable to add in¬ 
terest to an otherwise solid overall color. In figurine Ceramizing, particularly where 
metallic finishes have been applied, Antique Brown is used to simulate the tarnished 
or oxidized effect of age generally found in the folds and creases of the clothing, around 
hairline, eyes, etc. 


47 


































































fc 


V 






































































. 

































































































- 



















































To use Antique Brown, thin a small amount with your Color-Craft Thinner and apply 
it by brushing to the recessed areas, or any low spots where you wish the contrast or 
shadow appearance. After allowing the Antique Brown coating to dry completely, dampen 
a clean rag in Color-Craft Thinner and wipe off all excess Brown, on the high spots espe¬ 
cially. By using only a slight amount of Thinner on the rag you will be able to feather, 
or gradually shade the edges of the antiqued portions from dark to light in a very real¬ 
istic fashion. This is another of the "tricks of the trade" that will set your "Ceramizing" 
apart as the work of a professional craftsman, and it is remarkably simple to do, using 
the materials especially formulated for the job. After antiquing, the clear China Gloss 
coating and Porceglaizing follow in their regular order. 


HELPFUL HINTS IN MIXING COLOR 

Where large amounts of "Ceramizing" materials are to be colored for spray applica¬ 
tion, they can be mixed directly in your spray container to save unnecessary handling. 
Pour the amount of material needed into the container and squeeze a small amount of 
the selected Color Concentrate into it, stirring thoroughly with a small paint paddle to get 
a perfect blend. Lifting the paint paddle from the mixture will enable you to check at a 
glance the progress of your coloring. 

For mixing small amounts of colored "Ceramizing" materials, a water color paint box 
or a plastic palette such as shown in Illustration 15 can be found in any dime store or 
school supply store. Ordinary soda bottle caps also make excellent little disposable mix¬ 
ing dishes. 

To transfer your "Ceramizing" materials from container to mixing dish, especially 
where only small amounts are required, an old teaspoon with the handle bent straight up 
makes a handy little dipper. Your "Ceramizing" shop equipment should include several, 
of these. 

In coloring small portions of clear China Gloss for trim, outlining, features, etc., the 
Color Concentrate can be squeezed right on to the brush bristles. The mixing can be done 
by merely working the brush around in the material being colored. This will also help de¬ 
termine the consistency of the mixture, and if it seems too thick, a small amount of Color- 
Craft Thinner can be added and also stirred in with the brush. 

Be sure to clean your brushes after each use, and store them either laying flat or 
with the bristles up in the air. Never allow brushes to remain standing on the bristle 
ends as this soon destroys their shape, making them useless for fine work. 





























































' 



























































































































































































































































CUSTOM FINISHING OF BABY SHOES 

In Chapter 7 you have followed and learned the complete "Ceramizing" process for 
the Plain Pearl and Plain Dresden China Baby Shoe finishes. Chapter 8 has explained the 
use of color and the methods of coloring your "Ceramizing" finishes. 

Now we can add the richness of color and a variety of original color-trimming and per¬ 
sonalizing methods to the plain Baby Shoe finishes and enjoy the plus-profits of a custom- 
finished Baby Shoe line. 


NOTE: Before proceeding further, we must keep in mind 
that the following color trimming and personalizing methods 
should be performed BEFORE the final overall China Gloss 
and Porceglaize finish is applied. 


COLOR-TRIMMING THE BABY SHOES 

Color-trimming your "Ceramized" Baby Shoes is primarily a process of accenting, high¬ 
lighting or outlining what could be called the "built-in" character of the shoe. To achieve 
a natural look, during your first preparation of the Baby Shoe for "Ceramizing" you have 
given it a pleasing, rounded shape, and cemented the laces in place in a graceful manner. 
To carry out this naturalness, therefore, color-trimming should not be over-done by exces¬ 
sive trimming or emphasized too greatly by a glaring contrast in color. 

The shoe laces form the most outstanding character lines of the shoe, and because of 
this prominence, require the most careful attention. See Illustration 15. Colored China Gloss 
is recommended for all color trimming. Since its base ingredients differ from the composi¬ 
tion of the Base Colors and Pearl Lustre, China Gloss will not soften or affect them in any 
way, making for easier application, and also making it possible to correct an accidental 
slip of the brush. A little Color-Craft Thinner on a rag and you can wipe your troubles 
away with no harm to the Base Color or Pearl Lustre coating. 

In applying color trim to the laces of the shoe, you can use a coarse sable brush be¬ 
cause of the generally wide area you are covering. You will find it most effective to color 
only the top portion of the lace, not extending the color down along the edges where the 
slight radius or filling in between laces and shoes make it difficult to follow a straight line. 
Don't forget to color the lower laces closest to the tongue of the shoe if your method of lac¬ 
ing was rather open and they are easily seen. On the "ladder" style of lacing it is gener¬ 
ally more attractive to trim only the lacing going across the top of the shoe, for simplicity 
is often the keynote of beauty. See illustration 15. 

Any other trim necessary or desired at all on the Baby Shoe would be to perhaps out¬ 
line or slightly shade the decorative stitching on the toe or side of the shoe, and the area 
where the shoe sole meets the upper. In most cases, trimming the edge of the shoe sole 
completely around the shoe will be sufficient. 


49 

































































































Some Baby Shoes have a rather ornamental raised flower pattern on the toe area that 
was originally sewn in French Knots, using colored thread. This is probably a feature that 
was remembered by the parent, so it is undoubtedly good psychology to repeat the theme 
on this precious, Geramized memento of their baby's first steps. 

In trimming this area, use a second color, different from the laces, or perhaps two or 
three colors as your fancy dictates to recreate the tiny flowers in lifelike color. 


As we have said before in the Chapter dealing with color . . . color, 
in any amount or for any purpose, is so much a matter of personal 
preference, you should follow as closely as possible the style and 
amount of trim on the sample shoe or photograph from which your 
customer has indicated his or her choice when placing the "ceramiz- 
ing" order. 



ILLUSTRATION No. 15 

Color trimming the Baby Shoes before the final overall China Gloss and Porceglaize 
finish is applied. Colored China Gloss or the metallic Gold-Tone or Bronze-Tone finishes 
can be used. In general, color trim should be confined to outlining the shoe laces, stitching 
or trim on the shoe, and the edges of the shoe sole. 


50 










ILLUSTRATION No. 16 

Cementing alphabet macaroni letters to the Baby Shoe after its first dip in "Plas-Tuff" 
Hardening Compound. Ordinary household cement is used, with a small tweezers making 
handling and spacing of the tiny letters more convenient. 


PERSONALIZING THE BABY SHOES 

There are two very simple and effective methods by which you can add a more per¬ 
sonal touch to your "Ceramized" Baby Shoes, by including the child's name and birth 
date on the Shoe. See Illustration 16. 

Remember too that this operation adds to your material and labor cost, though only 
slightly, and therefore should be listed as an "extra” on your price list. The general prac¬ 
tice is to make an additional charge of 75c or $1.00 per name or set of three initials and birth 
date. However, figure your own costs, add a tidy profit, and charge accordingly. 

RAISED LETTERING 

The simplest way to attractively decorate Baby Shoes with initials, nickname, birth- 
date, etc., is to use alphabet macaroni (available at any grocery) for a raised lettering ef¬ 
fect. It's very inexpensive, and very handsome when neatly done. See Illustration 16. 

The condition of the surface of the shoe, and its size, will determine the number of 
characters that can be used in this style of personalizing without creating a "heavy" efffect. 
Generally speaking, more than four characters may have a crowded, unattractive appear¬ 
ance unless the shoe is one of the larger sizes, 3 to 6. 

Short nicknames are very pleasing, such as "Dick," "Jean," "Ken," "Bob," "Pat," etc. 
and of course birth date can be shortened to 6/49 - 5/51 and so forth giving only the month 
and the year of birth. 


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After the Baby Shoe has been given its first dip in Warner's "Plas-Tuff" Pre-Coat Hard¬ 
ening Compound, select the required macaroni characters and fasten them in place with 
your quick drying household cement. Then follow the remaining preparation steps in the 
regular prescribed manner. The letters will become part of the surface of the shoe, a per¬ 
manent record of a happy birthday and the first pet name. 

While trim coloring the shoe laces, etc., additional trim may be given the raised letter¬ 
ing by highlighting the top surface of each lettdr with a thin line of contrasting color. 


BRUSH LETTERING 

If you are handy at brush lettering, or have a very neat handwriting, personalizing 
the Baby Shoe in this manner is quite simple. Make your mixture of colored China Gloss 
and first practice lettering or writing on a curved surface, such as the side of a tin can or 
perhaps a sample baby shoe, just to acquaint yourself with the technique. 

Then, before actually lettering or writing on the shoe, roughly determine the area 
necessary for the amount of personalizing to be done, and lightly pencil the full name or 
date just where it will appear. This will help assure the proper spacing and furnish a guide 
for the brush lettering. 

A very fine line always looks delicate and neat, so use your Fine sable brush, twirl¬ 
ing it in the colored China Gloss to obtain a sharp pointed end. Shaded lettering or Pal¬ 
mer Method script with broad lines on the up and down strokes of the letter is very pro¬ 
fessional looking, but demands a bit of practice and patience. For this lettering style, use 
your Medium sable brush with the end rather flat or chisel shaped to achieve the broad 
lines. 


FELT FLOCKING SHOE INTERIORS 

Felt Flocking is that velvety, non-skid, non-marring surface that you are familiar with 
on phonograph turntables, ash trays and lamp bases, etc. Until recent years, the flocking 
process was a closely guarded industrial secret, known only to a handful of experts. Now, 
through research and specially designed equipment, it is possible for you to do this amaz¬ 
ing finishing right in your own "Ceramizing" shop. 

Using the many beautiful Flocking material colors available, you can add a very rich 
looking matching or contrasting soft-textured finish to the inner surface of any Baby Shoe. 

Briefly, the Flocking Process consists of painting or spraying the inside surface of the 
Baby Shoe with a special adhesive, and then spraying the fine Rayon or Cellophane 
Flocking Material onto this surface, using your Foot Compressor Spray Unit and one of the 
special spray guns designed for this purpose. Because the flocking material will adhere 
only to the adhesive coated surface, it is very easy to control the area to be covered. 

Flocking provides excellent coverage (no need to pay particular attention to the inside 
surface of the shoe during color coating) and is very rich looking and inexpensive to apply. 
The interiors of a pair of ''Ceramized'' Baby Shoes can be flocked at a material cost of less 
than 2c! Many other uses for this colorful finishing method will be found in your other 
production of "Ceramized” Costume Jewelry and Giftwares. 

A complete selection of Felt Flocking materials and supplies is listed in the ShopCraft 
Catalog in the back of this book. You will note that the ShopCraft Flocking Kit "B" contains 
the Foot Compressor Spray Unit you already have in your complete "Ceramizing" shop lay¬ 
out on page 117. Therefore, only a few materials and a Flock Spray Container are all you 
will need to add this new finishing method to your present shop equipment. 


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53 

































"CERAMIZING" METAL BABY SHOE MOUNTS 

In the wide selection of Baby Shoe Mounts available to you through the Warner Elec¬ 
tric Company, four styles of mountings are durable metal castings of sharp, clean design 
. . . high quality mounts that will add greatly to the utility and value of your "Ceramized" 
Baby Shoes. See Chapter 20 "What to Charge for Your 'Ceramizing' Service." 

As the possible combinations of color in your Baby Shoe "Ceramizing" service is so 
varied, these mounts are supplied unfinished, to enable you to obtain a perfect matching 
finish or a contrasting color in any shade desired to complement the "Ceramized" Baby 
Shoes. As you will note in the following outline of the steps taken in color-coating of the 
Baby Shoe Mounts, it is possible to "Ceramize" both Shoe and mount at the same time, 
wherever a perfect color match is desired. 

As examples of metal mount finishing, let us take two of the metal mounts included in 
the complete "Ceramizing" shop layout on page 117 a pair of Book Ends and the Ash Tray 
Mount. 

The first consideration, as in any "Ceramizing" project, is some means of supporting 
the objects to be finished, to make their handling as easy and convenient for the operator 
as possible. The handy mounting stand shown in Illustration 17 will give you every con¬ 
venience in "Ceramizing" mountings from start to finish, and it is very simple to make. 

As shown in Illustration 17, the base of the mount stand is a piece of 1 x 8 scrap lum¬ 
ber, with ordinary 3 inch nails as supporting legs for the mounts. Place the mounts in posi¬ 
tion on the board, and trace their outline with pencil or black crayon as the first step. Then 
hammer four of the nails into the board, keeping about 1 inch inside the outline, and plac¬ 
ing the nails so they will support the mount at all four corners, holding it up at least 1 inch 
above the board. 

The measurements are not at all critical, as the weight of the mount itself will keep it 
in position. Only the top side of any mount requires finishing, and the space between the 
board and the bottom of mount will allow you to carry the finish right down to the bottom 
edge of the mount for perfect, professional results. 

The selection of color for the "Ceramized" finish of the mount has already been de¬ 
cided by the color of the Baby Shoes to be mounted, so the mechanical process of applying 
the finish is all that is needed here. First, the location of your mounting stand ... the same 
precautions in cleanliness, guarding against dusty drafts, etc., applies to this "Ceramizing" 
operation as well as to the Baby Shoes. Secondly, for convenience in spraying the color 
coats, keep your work table free of obstructions to make it easy to turn the mounting stand 
and get complete coverage on all sides of the mount. Placing the mount stand on a 
smaller table that you can walk completely around might solve this problem in an easier 
fashion, depending upon your shop layout. 


54 









































































































APPLYING UNDERCOAT AND BASE COLORS 

Because of the size and shape of the metal Baby Shoe mounts, dipping is automatic¬ 
ally ruled out during the "Ceramizing" process and your Foot Compressor Spray Unit is 
used for applying all of the base and color coatings. 

UNDERCOATING—To provide the best assurance of a chip-proof 
"Ceramized" finish on metal, an undercoat of Warner's "Plas-Tuff" 

Pre-Coat Hardening Compound is recommended as the first of the 
finishing steps. 

COLOR-COATING—The selected base color, followed by Pearl 
Lustre if this is not to be a Dresden China finish. Two coatings should 
be sufficient. 

FINISH COATING—One coat of clear China Gloss, be sure to get 
complete coverage. 

PORCEGLAIZING—A brisk, thorough buffing adds the "Magic 
Touch.'' 

In short, following the same basic steps, in the same order, as 
applied to the "Ceramized" Baby Shoes. 


See the complete production cost break-down 
on "Ceramizing" Baby Shoe Mounts on page 101 



ILLUSTRATION No. 17 

This handy mount finishing stand is very easily made from a piece of scrap lumber 
and a few 4 inch nails, as described on page 54. With the mountings in this mid-air posi¬ 
tion, the complete "Ceramizing" process can be given without further handling between 
color coats, China Gloss finish or drying. 


55 







MOUNTING THE "CERAMIZED" BABY SHOES 

The large illustration on page 2 of this book shows merely a few of the many ways 
in which the Ceramized ' Baby Shoes can be mounted and used as practical and decora¬ 
tive home furnishings and accessories. 

The most popular types of mountings for ''Ceramized” Baby Shoes are the ever useful 
Book Ends, Ash Trays and Picture Frames. In the selection of mountings available to you 
through the Warner Electric Company you have a choice of both metal (which you finish to 
harmonize with the "Ceramized” shoes) and marble or onyx mounts which of course do not 
require finishing. The two methods of fastening shoes to mountings are adaptable to either 
material. 


FASTENING THE SHOES WITH SHEET METAL SCREWS 

OR BOLTS 

Assuming that you have already applied a "Ceramized" finish to the pair of metal 
Book End mounts included in the "Ceramizing" Shop outline on page 117 here is how to go 
about fastening a pair of "Ceramized" Baby Shoes to them. 

The first simple fastening method is with a small bolt and nut or a sheet metal screw 
about V 2 inch in length (available at any hardware store.) First drill, or pierce a hole in the 
heel of the Baby Shoe. Locate the hole just below the top opening of the shoe for conveni¬ 
ence in inserting and tightening the bolt or screw. 

Then place the shoe on the mount in its correct position to roughly determine the loca¬ 
tion for drilling the mounting. On any style of mounting, the shoes should always be 
standing with their outside edge to the outside edge of the mount. As in the case of Book 
End Mounts, the shoes should be in their normal left and right positions when the mounts 
are placed back to back. Look closely at the illustration of mounted shoes. 

Now with the shoe in its proper position on the mount, mark the location of the hole 
you have drilled in the heel of the baby shoe, simply by inserting a nail, ice pick or cen¬ 
ter punch through the hole with sufficient pressure to clearly mark its location on the mount. 
Drill the hole in the mount at this location, and both holes will line up for inserting the 
bolt or screw. It is easiest to push the bolt first through the hole in the shoe, and then down 
through the hole in the mount and tighten the nut from the bottom. If you are using sheet 
metal screws, you simply insert the screwdriver through the top opening of the shoe and 
tighten the screw firmly through the shoe and into the metal mount. 

In mounting "Ceramized" Baby Shoes on the Onyx mounts included in your complete 
shop layout, sheet metal screws of course cannot be used. You can mark the location of 
the hole to be drilled in the same manner as described above. In drilling onyx or marble 
mounts, an electric or an ordinary hand drill can be used, with a high-speed steel drill bit, 
the kind recommended for drilling metals. Remember to countersink the drilled hole about 
Va inch deep from the underside of the mount in order to provide clearance for the nut. 


56 









The metal mounts have cardboard and felt bottoms included (with the exception of the 
metal single shoe mounts) that are glued in place after the shoes have been mounted, to . 
hide the method of mounting, and give the finished order a professional, attractive touch. 

Be sure to cover the head of the bolt or screw visible inside the shoe in a color to match 
the surrounding surface. 

On the single shoe metal mounts and on all marble or onyx mounts, four tiny circles of 
felt glued on the underside at the four corners will provide a sufficient cushiony, scratch- 
proof base ... or the Felt Flocking finish described in the previous chapter will provide an 
ideal mar-proof surface, quite easily and inexpensively. 


FASTENING THE SHOES WITH WARNER'S METAL-WELD 

Metal-Weld is the trade name for a special formula adhesive designed especially for 
cementing metal to metal, "Ceramized" finishes, glass, onyx, marble, wood, etc. . . . any 
porous or non-porous material to any other material. A container of Warner's Metal-Weld 
is included in your complete "Ceramizing" shop layout on page 117. Re-order by Number 
18-FW-3324 . . . $1.48 per pint. 

To fasten the "Ceramized" Baby Shoes to any of the mounts, apply a thin coating of 
Metal-Weld to the underside of the shoe (at the point of contact with the mount only) and 
also a thin coating to the surface of the mount at the same position. See Illustration 18. Al¬ 
low the Metal-Weld to dry for several minutes until slightly tacky, then press the two sur¬ 
faces together and allow the complete assembly to dry for at least 24 hours. You will find 
an almost inseparable bond has been formed that will require deliberate force to separate 
. . . entirely sufficient strength for the purpose, and most certainly simple and convenient 
for a busy "Ceramizing" shop operator. 


57 













MOUNTING SINGLE SHOES 

There are endless variations possible to make the "Ceramized" Baby Shoes serve a 
practical as well as decorative use. As an example, where the customer has only one shoe 
to be "Ceramized,” it can be prepared with a more open and round top and be used as a 
cigarette container, either unmounted or mounted on a metal, onyx or marble single shoe 
base. Or the shoe may be prepared as a pin cushion by stuffing the inside of the shoe with 
cotton and covering the top opening with a bit of black or colored velvet, tucking it in 
around the sides. This pin cushion should be made after the shoe has been mounted if you 
plan to fasten it to the mount with a bolt or metal screw. 

JUST A REMINDER—On all orders for mounted "Ceramized" Baby Shoes, be sure to 

transfer the order number stamped into the sole of the shoe to the back of the mount 

so the finished job can be identified later! 

PREPARING UNMOUNTED SHOES 

Unmounted shoes, either singly or in pairs, are naturally going to constitute a certain 
portion of your "Ceramizing" production, and many variations in treatment are possible 
to add to their attractiveness and usefulness as decorations in the home and office. They 
can be prepared as cigarette containers or pincushions as described above, and can also 
serve as excellent paper weights for the office desk. The shoe or shoes can be weighted by 
filling them with plaster-of-paris or melted paraffine, adding a handful of BB shot for more 
weight. In preparing a shoe in this manner, you can cover the surface of plaster or paraf¬ 
fine visible in the shoe using any of the "Ceramizing" methods described previously, or by 
Felt Flocking the interior. 

PROMOTING SALES OF MOUNTED SHOES 

The number of ways in which "Ceramized" Baby Shoes can be used for decorative as 
well as practical purposes is almost endless. Since it means additional profit for you, al¬ 
ways recommend or be prepared to show the various styles of mountings available in 
metal, marble or onyx that are especially adapted to add to the attractiveness and the 
utility of these "Ceramized" mementoes. 

The main illustration in the front of this book shows the complete selection of Baby 
Shoes mounts now available to you through the Warner Electric Company, several of 
which are included in your complete "Ceramizing" Shop layout on page 117. 

Here you see the metal Book Ends, Ash Tray with removable glass insert, Picture 
Frame and Desk Set Base with picture frames available in 5 sizes, and the Single Shoe 
Mount for individual orders, or where a pair of Baby Shoes are to be Ceramized and used 
as separate gifts to Grandparents or other relatives. (Keep this in mind as a sales approach 
for additional gift orders from each customer.) 

In Marble and Onyx mounts there are the Picture Frame and Desk Set Bases, Single 
Shoe Mounts, and Onyx Ash Tray and Book Ends. All Warner Marble and Onyx Mounts 
are hand cut from the finest stone . . . beautifully finished and polished to a mirror-like 
luster ... a complement to your fine "Ceramized" work. 

See the ShopCraft Catalog in the back of this book for a complete description of each 
mount, plus quantity prices. 


Other styles and types of attractive Baby Shoe Mountings 
will be available as soon as patterns are approved and dies 
are made. Write in and request your name to be placed 
on the mailing list to receive additional literature. 


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ter 12 


THE SECOND GREAT FIELD OF PROFIT 

"Ceramized" Costume Jewelry 

The illustrations in this chapter show only a very few examples of the hundreds upon 
hundreds of ''Ceramized'' Costume Jewelry articles you can produce to cash in on the TWO 
BILLION DOLLAR yearly Costume Jewelry business. Just think, Two Billion Dollars spent 
in this country each year for articles of personal adornment ... by official Department of 
Commerce records! 

Here is a market so rich in possibilities that it staggers the imagination. A market that 
is open to your ''Ceramizing'' artcraft through Direct Selling, Retail Stores or Direct Mail 
. . . with no set limit but your own personal ambition. 

The materials you can ''Ceramize'' for the creation of custom and novelty costume 
jewelry are endless. Mother Nature's masterpieces of design furnish you with limitless 
variety of beautiful forms for buttons, pins, brooches, earrings, bracelets, necklaces, belts 
. . . almost any ornament for sport or dress wear you have ever seen. 



ILLUSTRATION No. 19 

The "Ceramized” Costume Jewelry pieces shown here are made from common twigs, 
nuts, macaroni, dried flowers, etc., plus several refinished metal jewelry articles. The 
total material cost less than one dollar ... the resale price several dollars per article! 


59 











































































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THE PRODUCTS OF NATURE —AT NO COST TO YOU 

Not even the worlds' greatest designers can equal natures' most commonplace effort, 
yet you can preserve and enhance in gleaming "Ceramized" loveliness every line and 
contour, every detail of beauty that Nature has created. And the fact that no two of your 
products are ever alike gives them an exclusive touch that makes them many times more 
valuable than factory-made duplicates. 

For example, the "Ceramized” Belt and Bracelet set shown in Illustration 19. Ordinary 
twigs, small tree or shrub branches found on the ground or pruned from hedge or orchard 
will do. There is no material cost, the delicate bark pattern has already been created, sim¬ 
ply yours for the taking. 

A few moments time spent in cutting each branch into equal sections, with rounded 
end, square or bevel cuts as you prefer, then drilling the holes necessary for stringing the 
sections together. This completes your preparation steps. 

Next add your "Ceramizing" artcraft to protect and preserve the design and give color 
and brilliance in Dresden China or Pearl Lustre, exactly as you have performed these op¬ 
erations on the "Ceramized" Baby Shoes. You follow through with the "magic touch" of 
Porceglaizing for the high-glaze, kiln fired effect that supplies the character and originality 
of your "Ceramizing" craft. 

After stringing the "Ceramized" sections on stout cord, with white or colored glass 
"dime store" beads as separators, your novelty Belt and Bracelet dress accessory is ready 
to be worn. Its charm and originality place it in the "custom" class, the plus-profit market, 
even though your materials cost nothing, and your "Ceramizing" was merely a standard 
operation in your shop. 

As another example, the unusual "Ceramized" Sea Horse dress pin in Illustration 19. 
Here is a combination of a product of nature from the sea, and from field or prairie. 
Although the Sea Horse is a species found only in the warm, temperate sea waters and 
therefore riot available as a free product to many of us, they can be purchased quite in¬ 
expensively in dried form from many of the dealers in sea shells, coral formations, etc. 
that you will see advertised in most of the hobby and craft magazines. 

The background, or in this case we may say "den" of the Sea Horse is a common milk¬ 
weed pod found anywhere and everywhere that weeds flourish. 

The "Ceramizers" art has created an illusion of the sea by giving a Mother-of-Pearl 
finish to the inside of the milkweed pod, and the dried Sea Horse has been gaily "Cera¬ 
mized" in bright colors. The Sea Horse is cemented in place in his Pearl Lustre "den," a bar 
pin clasp (such as included in your complete "Ceramizing" shop layout) is cemented to the 
back of the pod, and you have created a costume jewelry pin that would defy duplication 
by any mechanical process . . . 

LET YOUR IMAGINATION BE YOUR GUIDE 

The basic thought in presenting examples of "Ceramized" Costume Jewelry is not to 
limit your efforts to the few items it is possible to show here, but to fire your imagination 
to the possibilities for creative expression that may be merely outside your door. 

Stop and think for a moment of the products of nature that are native to your particu¬ 
lar locality. Acorns may be in abundance, and there are many ways in which they can be 
transformed into distinctive Costume Jewelry patterns, some of which may be suggested by 
an article shown here ... a necklace or a bracelet for example. Strawflowers from your 
own garden can be transformed into "Ceramized" earrings or pins of exquisite Dresden 
China beauty. A broad leafed weed, a few holly berries or a pine cone can become a hat 
ornament sold by the leading women's wear shop in your town, at a handsome profit to you. 


60 















































































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Ideas are all around us, merely waiting for a sharp eye and an open, active mind to 
find them. The countless thousands of natures designs in leaves, twigs, logs, shells, nuts, 
beetles, flowers, fruits and grass are your source for unparalelled art—unparalleled beauty 
—and exclusive, unduplicated design. 


RECLAIMING COSTUME JEWELRY 

Remember too the need for your "Ceramizing" service, and the untapped profits wait¬ 
ing for you in the field of refinishing old and worn costume jewelry . . . bracelets, compacts, 
watch bands, brooches, charms, lockets, earrings, etc. Nearly every home has dozens of 
these and similar articles lying unused in dresser drawers and jewelry boxes—too valu¬ 
able to throw away, yet not new enough to wear. 

You can apply your "Ceramizer's" art to putting them in like new conditon at just a 
fraction of what it would cost to replace them. A discarded compact on which the brass 
shows through can be given the appearance of a priceless Porcelain or a shimmering Pearl, 
in many cases far more appealing in its beauty than the original. A tarnished metal brooch 
or earring set can once again come to life in breath-taking "Ceramized" color . . . possibly 
to match a new evening dress, for you are offering a custom, creative service. You save 
your customers money ... at a big profit to yourself. 



ILLUSTRATION No. 20 

Cementing a plastic pin-back to the Sea Horse dress pin. Quick drying household 
cement or Warner's Metal-Weld makes a strong, permanent fastening. 


61 









THE THIRD GREAT FIELD OF PROFIT 

"Ceramized" Giftwares 

As a business—either for spare time operation or as a full time venture, "Ceramizing" 
opens fields of profit that are unheard of in an ordinary business enterprise. You have al¬ 
ready learned of the first two—the "Ceramizing" of Baby Shoes and "Ceramized" Costume 
Jewelry . . . now "Ceramized" Giftwares. This third great market, like the first two, offers 
the thrill of creative artistry plus profit possibilities far beyond that of a business in which 
the materials cost and overhead are so high that only a small profit can be realized. 

To properly cover the broad field of "Ceramized" Giftwares, we should make two clas¬ 
sifications to divide the general term of Giftwares into the "Custom" and "Manufactured" 
lines. 

The "Custom" line of Giftwares would be primarily the products of nature that are 
supplied to you at no material cost, and from which you create "Ceramized" novelties 
and objects of art of unusual and distinctive design. The type of giftwares that bring 
higher than average prices in the better gift shops, by direct mail sales or direct sales with 
your home as the sales outlet. 

Illustrations 24 and 26 show many of these Giftwares, first created by the hand of na¬ 
ture, then arranged and styled to serve a practical purpose and "Ceramized" to preserve, 
protect and add rare beauty. As an example, the table centerpriece and candle holder set 
down in Illustration 24. The centerpiece is a section of branch from an ordinary mulberry 
tree, and the candle holders are side cuts of a larger trunk section with a one inch hole 
bored in each to accommodate the candles. 

Before "Ceramizing," the natural design of the bark and wood grain have a rustic at¬ 
tractiveness that would make the complete set suitable for a sportsman's den or a summer 
house decoration. But just see what the simple "Ceramizing" process has done to trans¬ 
form this product of nature into a delicate Dresden China object of art to grace the finest 
dining table. 

The "Ceramizer" has captured the living design and graceful form of nature no sculptor 
could ever duplicate, and given it the rich-hued luster of the finest porcelain ever produced 
by man. 


AN ENDLESS VARIETY OF USEFUL BEAUTY 

Many of the "Custom" Giftwares can be created from a variety of rather common ma¬ 
terials, plus imagination or an inventive ability that fortunately most of us have, or can 
easily acquire through suggestion. To better illustrate this point, let us take several exam¬ 
ples of custom "Ceramized" Giftwares and break them down into the materials and methods 
used in their construction. 


62 













































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ILLUSTRATION No. 21 

This novel Giftware Table Lamp can be produced at a complete material and finishing 
cost of less than $1.25 . . . and custom "Ceramized" to harmonize with the color decor of 
any room furnishing ... an important advantage over ordinary mass-production articles. 


A CUSTOM-CRAFTED TABLE LAMP 

The material requirements for this lovely "Ceramized" table lamp are very few and 
quite inexpensive. The base of the lamp is a dime store cake tin with a filler of plaster-of- 
paris and a few large cinders or stones to give the rock garden effect. The upright section 
of the lamp is made of three cardboard mailing tubes that can be found in any stationery 
or office supply store. The top of the upright that performs the function of covering the open 
ends of the mailing tubes and also serves as a solid base for the lamp socket is a small tin 
can. Lamp socket and wire are ordinary hardware store items, or can be taken from a dis¬ 
carded electrical fixture. 

The first step in construction is to cement the three mailing tubes together and slip the 
tin can over the top ends. Stand this upright assembly in the center of the cake tin and hold 
it in position with three short sticks wedged between the sides of the tin and the mailing 
tubes. The lamp socket can now be fastened to the tin can top, and the electric cord run 
down through the center hole formed by the three mailing tubes, along the bottom of the 
cake tin and out through a punched or drilled hole in the side. 

Then mix a sufficient amount of plaster-of-paris to fill the baking tin, and before it hard¬ 
ens, press the cinders or rocks in place in a haphazard fashion. 


63 



































' ■ 










* 





























"CERAMIZING'' ADDS THE FINAL, MAGIC TOUCH 

The assembly is now complete, and only needs your final magic touch of "Ceramizing" 
to become a decorative home accessory of very modernistic style. First, an overall spray 
coating of Warner s Plas-Tuff" Pre-Coat Hardening Compound, followed by base coat and 
Porceglaized finish in your choice of color. The "Ceramizing” process is identical to that 
used in the Baby Shoe field and completely described in previous chapters so there is no 
need to go into detail here. 

Total material and finishing cost of the table lamp is less than $1.25—finished value— 
see Chapter 21, where a complete pricing policy is recommended. 



ILLUSTRATION No. 22 

Here is a novel and very profitable new use for the many gift boxes, candy boxes, 
etc., that can be found around the home. Any size or shape will do—and your "Ceramiz¬ 
ing" skill plus a few simple materials will add the beauty and value. 


A CUSTOM-CRAFTED IEWELRY CASE 

Here is a Jewelry Case that really sparkles like a jewel in irridescent Porcelain-Pearl 
with Dresden China trim. 

The material list is simplicity itself ... a cardboard box of medium size, a handful of 
rice, a dozen lima beans and a small twig . . . your "Ceramizing" skill does the rest! 

First, an overall spray coat of Warner's "Plas-Tuff" to moisture-proof the box, inside 
and out. Then a second spray coat on all sides and top, and while still tacky, sprinkle the 
rice over the sprayed surfaces. A third spray coat and another sprinkle of rice will cover 
any thin spots and add a pleasing roundness to all corners. 


64 































The twig that forms the handle is now cemented in place and a few lima beans ce¬ 
mented here and there on and around the twig to simulate the buds of a pussy willow 
branch. After applying the base color coating and Pearl Lustre to the entire box, inside and 
out, the twig and buds are hand colored in a contrasting colored China Gloss. Then follow 
with the overall spray of China Gloss and a final, careful buffing with Porceglaize Powders. 

This custom Ceramized Giftware Jewelry Box is an excellent giftshop retailer because 
of its extremely low material cost, and the ease and speed of production. Even allowing a 
standard trade discount, your profit is most substantial. See Chapter 17, on Selling Your 
"Ceramized" Costume Jewelry and Giftwares. 




A CUSTOM-CRAFTED CHINESE MING TREE 

The Chinese Ming Tree is rapidly becoming a best seller in floral and gift shops over 
the entire country, and many original designs have become much sought after collectors 
items. 

The Ming Tree shown here is certainly original in its design and construction, and in a 
Dresden-China "Ceramized" finish as appealing a decorative home furnishing as any¬ 
thing ever seen. 

The Ming Tree list of materials is very short. The base, an ordinary large oval sardine 
can, the trunk and branches any sturdy steel wire. The most unigue feature of this "Cera¬ 
mized" tree miniature is the "bow" macaroni used to form the shrub effect on its branches. 
This is another of the "tricks of the trade" in the custom giftware ... to use the ordinary 
in a most un-ordinary way. 

The first step is to twist several lengths of wire to form the outline of the trunk and 
branches of the tree. As you can see in the illustration, the general shape of a Ming Tree 
is a rather gnarled, twisted trunk and low, looping branches. After you have roughly 


ILLUSTRATION No. 23 

Many variations of the Chinese Ming Tree may be made by substituting real leaves 
or dried flowers for the bow macaroni used as foliage . . . you can be as original as 
you like. 









achieved this effect, the wire form is covered with strips of newspaper in a step similar to 
the paper mache process, to give a natural tree bark appearance. 

First mix a small amount of ordinary wallpaper paste or flour paste. Then tear a sheet 
of newspaper into small strips, soak them in water, and brush a coat of paste over one side 
of the strip. Wind several moistened and pasted strips around the trunk and branch forma¬ 
tion, covering the wire completely. Then squeeze the pasted paper to the wire with your 
hands, leaving the wrinkles in the paper! In fact, the more wrinkled the paper, the more 
realistic will be the bark textured effect. 

After the paper mache "bark" has dried completely, spread the wires forming the bot¬ 
tom of the tree trunk slightly, and stand the tree in the sardine tin, off-center as shown in the 
illustration. Next mix a quantity of plaster-of-paris to fill the tin to about Vi inch below the 
top edge. Before the plaster dries, sprinkle the surface lightly with gravel or sawdust to 
give the appearance of rough earth. 

When the plaster has set and dried, give the complete assembly a spray coating of 
Warner's "Plas-Tuff” to moisture proof and provide an adhesive base for color coating . . . 
probably a dark green colored China Gloss. 

The macaroni bows should be handled individually. Twist a short (2 inch) length of 
light wire around the center of each bow—20 or 25 macaroni bows should be sufficient. 
Using the wire as a handle, the bows can be dipped in ''Plas-Tuff'' and also dipped in the 
selected color and final China Gloss coating. 

It will be a simple matter to Porceglaize each bow separately, and then wire them to 
the tree branches in appropriate clusters. After the Ming Tree is completely finished it will 
still be possible to bend the trunk or branches carefully to achieve a more balanced ap¬ 
pearance if necessary. 

Again your material cost is very low, and while the process described above sounds 
slow in print, you will find it really very easy and quick to do. What an endless variety of 
useful beauty can be made from a little imagination applied to inexpensive materials! 



ILLUSTRATION No. 24 


66 








THE "MANUFACTURED" GIFTWARE LINE 

The "Manufactured" Giftwares are the commonplace objects, the "dime store" mer¬ 
chandise made of plaster, plastic, rubber, wood, cork, glass, etc. By "Ceramizing" you give 
these products a value from five to ten times greater than their cost, and often your "Cera- 
mized" product is re-sold through the very stores that handle the cheaper article also. 

This phase of your Giftwares business is very lucrative, for others have created the de¬ 
signs, and you have merely added to their beauty and value by "Ceramizing." Also, since 
many of these articles will be in the statuary and wall plaque class, it is possible for you 
to duplicate them in quantity by the rubber mold and plaster casting process and still fur¬ 
ther reduce your product costs. See Chapter 21, the section on Volume Production for Plus 
Profits. 

Illustration 25 shows several "before and after" examples of mass produced statutory 
articles to better illustrate the startling transformation from cold, white plaster to lifelike color 
and beauty that is possible with your "Ceramizing" handcraft. Take special note of two in 
particular . . . the Boy and Girl figurine lamps. Each originally had the typical "carnival" 
type brushed finish, gaudy color and a large amount of plain white area. 

Artistically, the figures and their expressions were very appealing and the overall de¬ 
sign well balanced for its use as a lamp base, but the cheapness of the finish immediately 
shouted "Dime Store Plaster!" and they became a novelty item, the kind you win by throw¬ 
ing baseballs at a milk bottle at the neighborhood carnival. 

But see what "Ceramizing" in natural color has done to one of these lamps! It has life, 
true color, sparkling beauty and the richness of high-glaze, kiln-fired china. It is now out of 
the novelty class and becomes an object of art, a giftware of ten times its original value . . . 
simply with the addition of a few pennies worth of materials and the magic of "Ceramizing." 
Which of the two would you rather have in your own home? 

Another example of the possibilities in "Ceramizing" ten cent store merchandise is seen 
in the small religious statue. Ordinary plaster underneath, the "Ceramizing" has given it 
a finish such as you find only on costly English and German figurines. 


REFINISHING GIFTWARES AND HOME DECORATIONS 

Here is a never-ending source of new business for your Ceramizing service. In at least 
one room in any home in your community you will find an article of decoration or utility 
whose replacement cost in the present market is too high for it to be thrown away, and yet 
in its present worn condition it is no credit to its surroundings. 

The item could be a table radio, a desk lamp, a kitchen wall clock, a dresser set, a 
picture frame, salt and pepper shakers, jewelry box, ash tray stand, book ends, even an 
umbrella handle or a lamp shade. ANY article of ANY material can be returned to its orig¬ 
inal beauty and in many cases given an added attractiveness by Cearamizing in Porce¬ 
lain or Mother-of-Pearl finishes. 


And regardless of the service you are called upon to perform . . . Ceramizing a flower 
pot, a candlestick or a candy dish . . . the materials are standard, the methods are identical 
for the complete "Ceramizing" process. 


67 









ILLUSTRATION No. 25 

Compare the unfinished plaster castings with the Dresden-China beauty of their attrac¬ 
tively "Ceramized" mates. You can easily see how the richness of high-glaze, kiln-fired 
china has increased the material value of cold plaster by ten times its original cost, turning 
a novelty into an object of art by the simple "Ceramizing process. 


68 












EVERYTHING YOU NEED TO KNOW 

In this book you have all the basic requirements for a successful future in the "Cera- 
mizing field, either as a full time business or a hobby with a business future. You have al¬ 
ready learned the technical "know-how” of "Ceramizing." You have learned the "why" of 
the market for your "Ceramized" products in the three great fields of profit, and you are 
now beginning to see the full Ceramizing" picture as a giant, panoramic view with each 
branch, each type of service leading to the success of the next. 

In the chapters to follow you will see still more of the picture, the additional fields of 
profit, how to sell your services, how to set up your business, what to charge, examples of 
a Ceramizing business operation. In other words, the completely charted path to the per¬ 
sonal independence you are seeking. 



ILLUSTRATION No. 26 

Objects of nature, furnished to you at no cost, are your source for unparalleled art— 
and exclusive, unduplicated design . . . no artistic talent is required to preserve nature s 
masterpieces forever ... in colorful, gleaming "Ceramized" beauty. 


69 








apter /4 


HOW TO SET UP YOUR WORKSHOP 

The first question to be answered before deciding upon a workshop arrangement would 
be, "How much time and effort are you going to devote to "Ceramizing?" If "Ceramizing" is 
to be a hobby at first and a business sometime in the future, there is no need of setting 
aside any definite working area, for a card table or the kitchen table will do as a temporary 
layout. Several large cardboard cartons can serve as storage space for your materials and 
supplies and your "Ceramizing" shop will be portable, ready to set up in a few moments 
time in a corner of the kitchen, spare room, back porch, etc. 

If, on the other hand, you are planning on "Ceramizing" as a part time or full time 
business, a shop arrangement carefully arranged for your working convenience will be a 
wise choice. The suggestions to follow will help in selecting your workshop location. 

YOUR WORK BENCH 

The complete "Ceramizing" equipment and material supplies such as outlined on page 
117can be accommodated on a bench or table top of as little as 3 by 5 feet, and still allow 
ample free working area. As a matter of fact, even though the particular area you have 
available for your "Ceramizing" workshop may be quite spacious, it does not mean that 
you should spread out in order to utilize it. A well arranged, compact shop will help you 
produce more work in a shorter time by saving many unnecessary steps. 

Your work bench or table should be of standard height to allow you to work comfort¬ 
ably either standing or sitting. Locate it preferably against a wall, utilizing the wall space 
for storage shelves. On these shelves you can store your "Ceramizing" supplies, always 
out of the way but still within easy reach as needed. 

If the top of your bench does not have a smooth working surface, cover it with a sheet 
of masonite, plywood, or a heavy grade of linoleum. And, remember, when color-coating, 
dipping or spraying, always keep several sheets of newspaper spread over the working 
area to catch any drippings or excess spray. Removing the top soiled sheet of newspaper 
after each job will be much easier and quicker than wiping the bench top to keep a clean 
working surface. 

For those of you who already have a home workshop, it will most likely meet the above 
specifications. Of course, good lighting is essential for close inspection of each Ceramiz¬ 
ing" step as your work progresses. 




LOCATING YOUR DRYING RACKS 

A little extra care taken in arranging a dust-free location for your drying racks will be 
well repaid in assuring high quality "Ceramized finishes. The location best suited to be 
free of dust-raising drafts and traffic through the room is probably in some far corner. If 
there is a window nearby that is normally open to provide fresh air circulation, a cardboard 
shield or a cloth drape should be hung to guard as much as possible against direct drafts 
carrying outside dust to the drying racks. 


70 

































































ILLUSTRATION No. 27 

Color-trimming a figurine with tinted China Gloss. Note the "dime store" paint box 
used for mixing small amounts of color . . . it's a handy accessory in your shop. The 
Buddha ash tray at the left is finished in metallic Bronze-Tone. 


As mentioned previously, humidity conditions govern the length of time required for 
all "Ceramizing" materials to reach their full hardness, with dry, warm temperatures best 
for rapid drying. Taking this into consideration, the least suitable location for your drying 
racks would be a damp cellar during the summer months, or an unheated porch or garage 
during a cold or rainy season . . . for proper drying, temperatures should not be below 70 
degrees if the situation can be avoided. 

In addition to the drying racks designed especially for your "Ceramized" Baby Shoe 
Production, it is a good idea to string a wire or rope line across the corner of the room, or 
possibly below a shelf, that you can use to suspend many of the smaller articles that will be 
"Ceramized" . . . your giftwares, costume jewelry items, etc. 


WORKSHOP HYGIENE 

In your "Ceramizing" shop you will be working with lacquer thinner and plastic base 
materials that with normal care in handling are not in themselves any more dangerous than 
the paints, lacquers and varnishes you use during cleaning and decorating your own home. 
Use the same precautions you ordinarily would in handling any inflammable substance. 
Keep your "Ceramizing" materials away from open flame, and do not store them where 
they would be exposed to high temperatures, such as over a stove, furnace or radiator. Keep 
all containers tightly covered when not in use and do not allow an accumulation of soiled 
rags or newspapers under your work bench. Use common sense and ordinary care . . . and 
Follow The Instructions on The Labels. 


71 

















































































* 










§ j 

A- ■ 













A COMPLETELY EQUIPPED SHOP IS YOUR BEST INVESTMENT 

Remember, a convenient working arrangement in your ''Ceramizing'' shop is not a sign 
of laziness, but of efficiency. And a complete selection of the supplies and materials espe¬ 
cially designed and formulated for your "Ceramizing” craft, whether it be a hobby with a 
business future or a full time business venture, will help project that efficiency into profit¬ 
able production. 

Anything that helps make a job better, in less time, actually conserves working hours 
. . . and that means more production and bigger profits. You can depend upon the men and 
the facilities of the Warner Electric Company to keep you well informed and well supplied 
with the complete tools-of-the-trade for your new "Ceramizing" handcraft. 

We cannot succeed unless you and others like you succeed. Our supply business will 
grow and be profitable ONLY if you grow and prosper. So it is to our selfish interest to help 
you succeed. It is helping to build our future sales when we help you build your business. 
And that probably is the finest guarantee you could have of the help and backing we give 
you when you establish your own "Ceramizing" business, for pleasure or profit. 



ILLUSTRATION No. 28 

Here is a completely eguipped model "Ceramizing shop that can be set up in the 
corner of any spare room or basement workshop. All eguipment and accessories are 
grouped for convenience in following one "Ceramizing" step after another. The work table 
top measures approximately 3 by 5 feet, allowing ample room for the compact storage 
shelf and working area as well. The drying racks are arranged on an ordinary card table 
that can be easily moved about the room. 


72 










HELPFUL HINTS ON "CERAMIZING" 

Here are a number of time saving, labor saving and trouble shooting hints that can be 
put to good use in your Ceramizing shop. They are the results of long experience in the 
development of the materials and methods used in the new art of "Ceramizing," and are 
offered here to give you every possible advantage in rapidly acguiring a professional skill 
in this new field. 

1 Practice cleanliness in every operation. The "Ceramizer's " worst enemies are dirt 
and dust. Keep your shop eguipment and work bench clean at all times. 

2 Optimum temperature for complete drying of all "Ceramizing" materials is normal 
room temperature, never less than 70 degrees. If your shop is located in a garage or 
other unheated outbuilding, some means must be provided to keep it warm during 
cold weather. 

3— Keep all "Ceramizing" material containers tightly covered when not in use . . . and 
do not store them where they will be exposed to high temperatures. 

4— Clean your sable brushes and spray containers thoroughly after each use. Use 
lacquer thinner for cleaning brushes and spray containers used for Warner's "Plas- 
Tuff" Hardening Compound, Base Colors and Pearl Lustre. Use Warner's Color- 
Craft Thinner for cleaning after using China Gloss. 

5— Use Porceglaize Powders sparingly ... a little goes a long, long way. Keep Porce- 
glaize Powders dry. 

6— Do not apply Base Colors or Pearl Lustre over any China Gloss finished surface. 
China Gloss should be first removed, using Color-Craft Thinner. 

7— Apply Porceglaize Powders within 48 hours after the final China Gloss coating for 
best results. 

8— Mark off Vi inch graduations on the inside of your spray containers to allow easy, 
accurate measurement of thinning proportions. The graduation marks can be 
scratched in with the point of an ice pick, or a small dent may be made from the 
outside of the container, using a blunt pointed nail. 

9— A strip of corrugated cardboard tacked on the underside of a shelf will provide a 
handy drying rack for any small objects where toothpicks or small wires can be 
used for handling during "Ceramizing." The tooth pick handles or wires can be in¬ 
serted in the holes in the corrugated cardboard to hold the articles during the dry¬ 
ing period. This also makes a very convenient rack for storing your sable artists 
brushes. 

10— Always stir, never shake the Base Color or Pearl Lustre containers in order to mix 
the contents. Violent agitation may cause a layer of air bubbles on the surface of 
the material that will be transferred to an object being dipped. This does not apply 
to the spray method of finishing, as the action of your Foot Compressor Spray Unit 
will automatically break up any air bubbles in the mixture. 

11— After cleaning your sable artists brushes, twirl the bristles to a sharp point before 
setting them aside to dry. This will help the brushes hold their shape and add 
greatly to their useful life. 

12—When thinning any "Ceramizing" materials, measure slightly less than the amount 
of material needed, and add the thinner to the material in small amounts until you 
have reached the desired consistency. 

DON'T BE AFRAID TO EXPERIMENT! The successful accomplishment of any new craft is 
always a challenge to an active mind . . . and a few moments time spent in trying an idea 
or a new method provides a worthwhile education regardless of the outcome. 


73 









HOW TO SELL YOUR SERVICES - Easil y and at Iot Cost 

There is perhaps no other phase in the establishment of a new business venture that 
deserves as much time, thought and attention as the problem of securing sufficient sales 
to make the operation profitable. And it is undoubtedly true that thousands of ambitious 
men have never gotten beyond the ''planning” state in launching an enterprise, simply be¬ 
cause the difficulties of selling seemed to be too tough a problem to overcome. 

It is the "unknown” things in life which scare us. And that is what so often happens to 
those of us who have no previous sales experience. Because we're afraid of unfamiliar 
work—the job of selling any service or product—we falter along the way and never make 
that decisive step toward being our own boss. 

A problem completely understood is half solved. Once you have a clear conception 
of your sales problem, you can proceed with confidence. For if you choose a business in 
tune with your interests and capabilities, there can be no obstacle which you cannot 
overcome. 

YOU CAN SELL SUCCESSFULLY ... if the proposition is 
the right one for you. Many a man makes a good living at 
selling, even though he is not a salesman! 

That sounds contradictory, doesn't it? Well, actually, it isn't. And within the next few 
pages we will prove why you have all that it takes to secure substantial business in Cer- 
amizing.” We will give you a clear picture as to why "Natural Born" salesmanship is not 
necessary. 

As there are all sorts of products, there are also all sorts of selling. And in that, you 11 
find one of the basic reasons why the "Ceramizing" of Baby Shoes is so appealing as a 
business. Most products and services can be classified as one of two types. 

TYPE A ... A PRODUCT THAT MUST BE SOLD 

There are many products and services which folks seldom buy voluntarily. They must 
be pressured and forced into buying through salesmanship. The public parts with its 
money only after a great deal of persuasion. Products or services in this field definitely 
do require salesmanship. For example: Insurance is seldom bought ... it s sold! 


74 










TYPE B . . . A PRODUCT THAT PEOPLE BUY 

Products or services in this classification are commonly known as "impulse" items. The 
public buys them voluntarily—on the spur of the moment—whenever the desire or in¬ 
clination so moves them. Here the sales problem is altogether different. It is almost entirely 
a question of exposure . . . constantly exposing the product to a maximum number of logi¬ 
cal prospects. 

Sales on such items depend primarily on displaying the product in locations where 
traffic is extremely heavy and the flow of prospective customers ever-changing. Among the 
many thousands of such products, you'll find foods, candies, beverages, razor blades, etc. 
in this classification. 

TYPE B IS THE CLASSIFICATION THAT INTERESTS US. And to make sure that you 
have a clear picture of the characteristics of this classification of product, we'll cite several 
additional examples of the "exposure" type of selling. 

(ONE) First, the man who owns and operates a route of vending machines selling pea¬ 
nuts, gum, etc. Here is an example of a man in the business of making sales . . . and still 
he need not be a salesman! In order to sell successfully, his only requirements are com¬ 
mon sense and aggressive determination to find the best traffic spots in which to locate 
his machines. Exposing his wares to a maximum number of logical prospects guarantees 
his success. 

(TWO) For a second example, let us take two nationally known selling operations of 
established success . . . namely, the Realsilk Company and the Fuller Brush Company. 
These concerns distribute solely by house-to-house selling. Fundamentally, they are sell¬ 
ing TYPE A products with TYPE B methods. Although, "natural born" salesmanship is 
quite advantageous, these concerns do not depend on salesmanship for their continuing 
success. 

To find a sufficient number of men of outstanding sales ability to cover the country is 
impossible. And so, what do these companies do to develop their sales organization? Well, 
first they find men with the two most important qualifications . . . (A) The ambition to suc¬ 
ceed . . . (B) The willingness to work. Then they teach these men the basic principle of 
effective salesmanship: MAKE THE CALLS . .. AND THE SALES WILL COME! 

In this world of ours, the law of averages is constantly at work . . . and any man who 
wants to sell his services can make it work for him! It all boils down to this . . . Contact 
as many logical prospects as easily as possible and a profitable percentage of them will 
buy your goods. That—plus merchandise of fair value—is the basic foundation for the 
millions of dollars in sales enjoyed annually by Realsilk and Fuller Brush! 



75 



























































































































































































































"CERAMIZED" BABY SHOES ... AN "EXPOSURE" ITEM 

In reviewing the types of merchandise in which selling does not require "natural born" 
salesmanship, two things become readily apparent. IN BRIEF, YOU MUST: 

(1) Determine your most logical prospects . . . and contact 
as many of them as possible. 

(2) Plan your efforts for maximum exposure. Keep your 
products in front of your prospects, so that you'll be 
ready to sell when they get the urge to buy. Make the 
purchasing of your item as convenient as possible. 

The above two factors are particularly basic in selling "Ceramized" Baby Shoes. 
Farther along, we give you the exact, detailed procedure in securing profitable sales 
through "exposure" selling. 

In analyzing the reason why parents are so interested in having baby's first shoes 
''Eternalized," there can be but one answer . . . Sentiment! And that is why the selling of 
Ceramized Baby Shoes does not require super salesmanship. Parents are sentimental 
... or they are not. And no sales talk you can give them can possibly change their feel¬ 
ings about their offspring. Either they love them, or they do not! 



WHAT PERCENTAGE OF PARENTS LOVE THEIR CHILDREN? 

WE DON'T KNOW . . . but the parents who do not must be few and far between. And 
so, figure it out for yourself. lust about every parent is receptive to the service you will 
render. lust about every parent (and relatives, too . . . aunt, uncle, grandmother, etc.) 
can't help but sentimentalize about the babies in the family. That's why they're so easy 
to sell! 

In their human weakness you'll find your selling strength 
... all the salesmanship you need. In short, you'll be capi¬ 
talizing on a natural, human impulse . . . pride of parentage, 
something as prevalent as the human race! 

. . . AND HERE'S HOW YOU DO IT! 


76 





SECURING YOUR PROSPECTS. The steps to take to get business in profitable volume 
can be stated in a few essentials . . . the first of which is to secure a list of logical prospects 
—and, also, to arrange for a continuous flow of new ones. In this, you are fortunate. For 
in few other businesses can you find such a reliable and steady source of pre-selected 
customer-prospects. 

Today, there are but few localities in which the law does not require prompt registra¬ 
tion of every birth. In short, you will find a complete and accurate list of new parents in 
the public records. Registrations are added daily and always kept up to date. Inquiry of 
your public officials will reveal which department of your local government has the respon¬ 
sibility of maintaining birth registrations. In most communities, these birth listings are 
available at little or no charge to responsible individuals. In all probability, your local 
newspaper also lists these births periodically in its news columns. 

Occasionally, there is a local government situation wherein someone seems to have 
an inside track on the securing of these birth names. One operator, encountering this "ex¬ 
clusive" situation, solved it quite neatly by learning the name of an employee of the Bureau 
of Vital Statistics. He then made a private arrangement for a steady supply of registered 
names. Local doctors and hospitals will often cooperate on some basis or other, once they 
are satisfied that your use of the names will be legitimate. 

If you do not desire to do your own collecting of parent prospects, the Warner Electric 
Company can get them for you at low cost. In fact, with practically no exceptions, a con¬ 
tinuous stream of new birth registrations can be supplied for any city or county in the United 
States. In reasonably small quantities, these names can be secured for about two cents 
(2c) each. The only requirement being that one must take a complete list . . . that is, all the 
registrations for one month for any sleeted community. 



77 


















ter 16 


SEVEN TESTED SOURCES FOR GETTING BUSINESS . . . 

As an operator of. a business specializing in the "Ceramizing" of Baby Shoes, you 
have available seven different ways to secure orders for your services. Some of these are 
more profitable than others. All, however, have advantages well worth your considera¬ 
tion. It is possible you may find some of them preferable, easier and more appealing 
from your point of view. But don't lose sight of the fact that one shouldn't put all his eggs 
in one basket, especially when it isn't necessary. It's better to get your business from sev¬ 
eral different sources. 

So do not discard any of the seven sources in devising your sales program. Plan—if 
you wish—on starting with only one method and then expanding into the other fields as 
your experience and servicing facilities permit. It is merely common sense to handle a 
little business well . . . rather than taking on more than you can handle efficiently and 
profitably. 

Listed directly below are the seven different sources from which you can derive busi¬ 
ness. All are tested and proved methods. A detailed discussion of each immediately fol¬ 
lows: 


(1) Sales secured through Stores 

(2) Sales by use of Direct Mail 

(3) Sales through names of Friends 

(4) Magazine and Newspaper Advertising 

(5) Sales through Solicitors 

(6) Business Stimulator Plan 

(7) Sales through Church and Fraternal Organizations 


( 1 ) 

SALES THROUGH STORES 

As stated previously, one of your most important sales goals is the placement of your 
product before as many logical prospects as possible. This means meeting the public where 
they gather in greatest numbers. Retail stores must also depend on traffic and those which 
have a steady flow of customers are an ideal source for sales. By appointing selected stores 
as your sales agents, you can devote more of your time to the manufacturing end of your 
business. 






























Past experience tells us that the type of stores best suited for the selling of "Ceramized" 
Baby Shoes are those listed here. In most instances, their customers are overwhelmingly 
women . . . and they, without a doubt, are your best prospects. Make it your business to ar¬ 
range sales representation with all types suggested. Remember, the more stores you have, 
the greater the exposure . . . and just one order a week from each outlet means good busi¬ 
ness for you. All of such stores are receptive to an "extra income" proposition. So make 
the most of them! 



Jewelry Stores 
Gift Shops 
Dry Goods Stores 
Beauty Shops 
Camera Shops 
Variety Stores 
Photographers 
Stationery Stores 


Drug Stores 
Juvenile Shops 
Department Stores 
Lingerie Shops 
Women's Wear Shops 
Hosiery Shops 
Opticians 
Millinery Shops 


Naturally, in agreeing to act as your sales representatives, these stores have to be 
shown that it is to their financial advantage to feature your "Ceramized" Baby Shoes. In 
presenting your proposition to the stores you select, be sure to base your sales talk on the 
following points. Here, in brief, is why it is to the best interests of the storekeeper to work 
with you. By stressing these sales points, he cannot help but co-operate in your undertaking. 


WHY A STORE SHOULD ACT AS YOUR SALES AGENCY... 

(1) A BIG MARKET. (In talking to a storekeeper, cite the birth statistics 
and sales figures given in the introduction to this course. 

(2) NO INVESTMENT, NO RISK. (Emphasize the fact that the store¬ 
keeper doesn't invest a single penny . . . that no inventory means 
no risk.) 

(3) LARGE UNIT OF SALE. (Explain that sales run into dollars . . . 
from $3.50 to $20.00 on each order.) 

(4) BIG PROFIT MARGIN. (Emphasize again that he has no invest¬ 
ment, no risk . . . and still makes 40 per cent on every sale. No 
other item in his store can match that. 

(5) NO SALES EFFORT. (The item sells itself. Show the storekeeper 
that all he has to do is to use the sales aids you supply free of 
charge.) 


HELPING THE DEALER TO SELL 

Naturally, you cannot expect a dealer to get business for you unless you provide ad¬ 
vertising material to help him sell. It is to your advantage to do all you can for him. In 
appointing a dealer as your sales representative, plan to provide him with the following 
sales aids: 

(A) A Sample "Ceramized" Baby Shoe, Preferably One Mounted on a Bookend or 
Ash Tray. 

These samples of your work may be made up during your spare time, at very little 
actual expense. Used baby shoes for this purpose may be secured at most any second 
hand clothing or salvage store or through the Warner Electric Company direct. Remem¬ 
ber, the sample baby shoe must represent your best work, for the sales a storekeeper makes 
will depend on its eye-appeal and quality of workmanship. 


79 




















































































































s 





















































(B) A Sales-Making Card To Be Displayed on the Dealer's Counter. 

If the storekeeper is to call his customer's attention to your ''Ceramized'' Baby Shoe 
Service, he must have an advertising card to display on his counter, alongside the sample 
baby shoe. The Warner Electric Company has prepared a new, low-cost printing service 
for the exclusive use of Warner Ceramizing Service Operators . . . and beautiful, two-color 
counter cards are one of the many business stimulating Sales Aids offered for your use. 
Samples are included in the complete "Ceramizing" Unit listed on page 11 7 . 

Since at least in the beginning, the storekeeper will have but one actual sample of 
your Baby Shoe Mountings, it will be necessary to provide photographs from which his 
customers can select the style of mounting desired. Reproductions of the actual, profession¬ 
ally made photographs we have used in our own literature and advertising are also avail¬ 
able to you through our complete Sales Aid Service . . . the same 8x10 glossy photos as are 
included in your "Ceramizing" Unit. On the back of each photograph you should attach a 
typewritten description and schedule of prices in the various finishes you are offering. (See 
Chapter 20 for what to charge for each type of mounting.) 

WHAT TO PAY FOR STORE BUSINESS 

The amount of margin (the difference between cost and selling price) varies with al¬ 
most every type of retail outlet. A grocery store operates on about 20 %; a hardware store, 
25-30 Vi %, a gift shop, 50%. The closer an item comes to being a staple, the smaller the 
margin. Novelties and specialties retail for about twice the wholesale price. Although 
"Ceramized" Baby Shoes can probably be classified as a "novelty" item, the usual store dis¬ 
count is 40% of the selling price. This is the standard discount, the margin now being al¬ 
lowed by old established operators in the field. You, too, should offer dealers a 40% dis¬ 
count. 

In concluding your arrangements with the dealers you appoint, be sure to have a clear 
understanding as to terms of payment. In order to insure that customers will pick up the 
baby shoes when ready for delivery, insist that your dealers collect a 25% advance deposit 
on every order. Tell them it's for their own protection. Dealers must be held responsible for 
payment to you, inasmuch as, with no inventory investment, they have everything to gain 
and nothing to lose. In other words, on every order, the dealer must guarantee your 60 ^ 
of the retail selling price. 


( 2 ) 

SALES BY USE OF DIRECT MAIL 

In operating your business, there is one thing you should always keep uppermost in 
your mind . . . your evergrowing list of pre-selected prospects is worth its weight in gold, 
if you really make use of it! 

As an additional source of business — supplementing your sales through stores at 
wholesale prices—you can appeal direct to prospective customers at the full retail price. 
Securing sales at the full retail price may sound extra attractive to you—and it is attrac¬ 
tive—but, naturally, it is going to require extra effort and extra cost on your part Never¬ 
theless, profits are always in proportion to effort ... and we are sure you will find it 
well worth your while to devote considerable effort toward increasing your sales through 
contacting customers direct. 

It is here that the birth registrations you are collecting will give you a super quality 
mailing list ... a very choice list, in which every name is a red hot prospect for your 
"Ceramized" Baby Shoe Service. 


80 



































































USE THE RIGHT TYPE OF MAILING FOR THE JOB 
TO BE ACCOMPLISHED 

The type of mailing you will use depends on the job you want it to do. A tiny midget 
cannot handle a giant s job . . . and neither can an inadequate mailing. Your sales litera¬ 
ture must be designed expressly for its purpose. Only then, can its chances of failing be 
minimized and the odds for profit directed in your favor. In doing a 100% selling job, you 
will employ two types of mailings . . . postcards and a more elaborate type built around a 
descriptive circular and sales letter. 



POSTCARD MAILINGS . . . WHERE and WHEN TO USE THEM 

On first thought, mailings on government postcards will strike your fancy for two ob¬ 
vious reasons: (1) Extremely low cost ... (2) Ease of handling. Such advantages should 
never be disregarded, but it is well to bear in mind that one never gets something for noth¬ 
ing. A postal card's convenience and economy are greatly offset by these limitations: (1) 
It is too small to permit a complete telling of your story ... (2) You cannot do justice to 
your product, because you cannot illustrate your metalized baby shoes to best advantage 
. . . and (3), you cannot expect postcards to pay in direct, cash-with-order business. 


POSTCARD MAILINGS CAN BE PROFITABLE 
BUT ONLY IF PROPERLY USED! 

Experience has proved that, in selling your ceramized baby shoes, postcards do have 
a place and purpose. They are an efficient and economical way to qualify the names on 
your mailing list and weed out the less likely prospects. In other words, write and plan and 
use them to arouse interest . . . use them as a means of getting requests for you (or your 
salesmen) to call personally with actual samples and prices! 

Study carefully the wording used in the sample postcard reproduced on Page 84. Note 
that it does not attempt to make a direct sale. Its one and only purpose is to introduce you 
and your service, to open the door to personal sales solicitation. When used for that pur¬ 
pose—and that only one—postcard mailings can pay you well. 

WHAT'S NEEDED TO GET ACTUAL MAIL ORDER SALES? 

In securing cash orders through the mail, it is necessary to have sales literature that 
provides the prospect with a complete picture and understanding of what you have to 
offer. Your sales presentation must explain everything, everything you would cover in a 
personal sales call. 


81 









You must arouse and intensify the parents' natural weakness . . . love and sentiment 
for their young ones. You must dramatize the artistry and beauty of your work. You must 
sell the value and desirability of genuine "Ceramizing" or Pearl Finishing of those precious 
Baby Shoes. You must picture as appealingly as possible the various styles of mountings. 
You must provide a convenient way of ordering. You must make it easy for them to send 
in the worn baby shoes. And you must inject the salesmanship necessary to impel the pur¬ 
chaser to act immediately. To offset the fact that the buyer-to-be is unable to see an actual 
sample, every word and illustration must sell and sell and sell. 



WHAT SHOULD A MAIL ORDER MAILING CONSIST OF? 


Unless your sales literature tells a complete story, it cannot possibly do a profitable 
job. Your mailing should consist of the following: 



SALES LETTER. The letter will be the most personal piece in your 
mailing. In most cases, it will be read first, before the prospect ex¬ 
amines the illustrated circular. This letter introduces your service, 
plays on the love and sentiment of the parent, does everything possible 
to arouse desire for your product, and sells the prospect on taking im¬ 
mediate action. 



CIRCULAR. This illustrated folder pictures your "Ceramized" baby 
shoes as attractively as possible. It sells the quality and appeal of 
your work. It shows the various types of mountings available and 
gives a complete description and price on each style. It tells how to 
order. And it, too, urges instant action. 


ORDER BLANK. Anything you can do to make it extra easy and 
convenient for a customer to order is well worth doing. A ready-to-use 
order blank simplifies ordering. So be sure to use one. 



RETURN ENVELOPE. A self addressed envelope also helps to 
make it easy for a customer to send you an order and the remittance. 


82 





HOW TO SELECT THE NECESSARY MAIL ORDER LITERATURE 

Unless you have advertising experience, it is better to rely on a professional to prepare 
and produce your sales literature. 

Check up on the advertising services in your community. Inguire as to the most reli¬ 
able printer and letter shop. Contact these sources and explain guite frankly what you 
have in mind. Stress the fact that over a period of time you expect to use a great deal of 
printed matter . . . and that you solicit their help and advice in getting started. 

When properly approached, such advertising service organizations are usually guite 
willing to assist you in every way possible. If you convince them of your ambition and 
future possibilities, they are apt to cooperate far beyond what the profit in your work would 
normally call for. 



83 












































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. 
















( 3 ) 

SALES THROUGH NAMES OF FRIENDS 

Customer goodwill is often the most valuable asset an established business possesses. 
Recently a big corporation changed hands and in the terms of sale there was a separate 
provision of $22,000,000 for the company's goodwill. Yes, it took many years of fair-and- 
square dealing to build goodwill to such a cash value. But this is to be remembered: 
Goodwill is an asset that can start working for you from the moment you deliver your 
very first job. 

Please a customer and you have won a friend ... a friend who can easily help you 
to additional business. A satisfied customer automatically becomes a booster of your 
service . . . and although you may do nothing to encourage it, these customer-friends will 
often refer neighbors and relatives to you. 

Yes, some of this extra business will come your way without effort. But the man who 
actively capitalizes on customer good will is the one who ends up the year with the best 
business and biggest profits! 

Most folks are a bit lazy at heart . . . and even those with the best of intentions may 
forget or neglect to put in a good word for you with other prospects. So, why not make it 
worth their while to help you get sales? HAVE YOUR PRINTER MAKE A POST-CARD 
BEARING COPY SOMEWHAT AS FOLLOWS: 


WILL YOU DO US A FAVOR? 


W E are sure you are as proud as we are 
over the Baby Shoes we "Ceramized" 
for you. We've enjoyed making them . . . 
and hope they will bring you a lifetime of 
happy memories. 

When showing this family keepsake to 
relatives and friends, will you do us a favor ? 
Tell them who did the work. Write their 
names and addresses below . . . and drop 
this card in the mail box. (No postage 
required) 

NAME.ADDRESS. 

NAME.ADDRESS. 


Thanks for the favor, and in return . . . 

• • • • 

A SURPRISE GIFT FOR 
YOUR YOUNGSTER 

if one of the two named above orders "Cera- 
mizing” service from us soon. 

(YOUR NAME AND ADDRESS HERE) 


84 











“ one of these P rinted cards with every pair of baby shoes you deliver to a cus- 
omer. The names you secure from the cards returned may be contacted by telephone, in 
person or by mail. The fact that you can refer to the party who gave you the names 
makes these better than the average prospects. The recommendation of someone they know 
is a strong sales point in your favor. 

On this extra business, you can easily afford to buy a modest gift for the son or daugh¬ 
ter of the customer who helped you make the sale. The value of the gift can be limited to 
about 5% (really, a very low sales commission) of the business you secure through this 
source. Psychologically, it is better to give a gift to the child, rather than the mother. A 
cheap gift to the young one will receive more appreciation than an expensive one to the 
parent. A toy of some sort is your best bet. 



( 4 ) 

SALES THROUGH MAGAZINE AND NEWSPAPER ADVERTISING 

Many operators of "Ceramizing" Services, similar to the one you are establishing, 
have found it quite profitable to secure business through the placement of advertising in 
Sunday Newspapers and Monthly Magazines. This is another form of mail order selling. It 
is different, however, than direct mail selling in several respects. Direct mail costs substan¬ 
tially more per sales message . . . but it goes to pre-selected prospects. Display advertise¬ 
ments in publications cost far less per copy . . . but it is aimed at the whole wide world, 
prospects and non-prospects alike. In other words, you buy a great deal of waste circula¬ 
tion. The comparison between the two types of mail order selling can perhaps be made 
more clear by stating that it is similar to going hunting . . . with a rifle or with a shotgun. 
The first gives you the accuracy of a bullet, the second is a scattershot proposition. 

Successful mail order advertising in magazines and newpapers depends on many fac¬ 
tors. And it will vary with the type of publication and its readership. The cost per thousand 
of usable circulation is very important. No universal, hard-and-fast rules can be given here 
... for in the mail order game there are exceptions to upset every rule. 

The best advice that can be given to a beginner is this: Study carefully every piece of 
mail order advertising you see; get all available text books from your local library. Go 
slowly; feel your way; test by careful trial and error before committing yourself to too great 
an expenditure. 


85 









HOW TO PREPARE MAGAZINE AND NEWSPAPER ADVERTISING 

In writing the sales message and preparing the advertisement, you must keep one 
thing always in mind: Tell a complete story. See to it that your advertising gives you all 
necessary information . . . that the prospective customer, once she has read your adver¬ 
tisement, has such a clear picture of your "Ceramizing Service" that she can sit right down 
and send you an order, baby shoes, remittance and all. 

Actually, your advertisement should contain all of the information that you include in 
your direct mail literature. That means boiling down your sales message to its absolute es¬ 
sentials. Every word should do the work of four. Though you may think this impossible, if 
you persevere you can condense and concentrate your sales story in a relatively small ad 
of minimum wordage. 



FREE HELP AVAILABLE TO YOU 

Every newspaper and magazine of any consequence has an advertising service depart¬ 
ment that is organized for one specific purpose .... to help the advertiser who has neither 
the experience nor the ability to prepare his own advertising. Helpful advice is yours with¬ 
out obligation. Usually, there is no charge for writing the copy. On the necessary art work 
and engravings, a charge is made . . . but much less than you would pay elsewhere. 

The advertising service rendered by these promotion departments is usually quite reli¬ 
able, for they make it available solely to build more advertising business. And if they 
advised folks wrongly, it would defeat their own purpose. So check with your local news¬ 
papers and the magazines you plan to use. Ask for their help. 

In preparing and scheduling such mail order advertising, keep the following funda¬ 
mentals always in mind: In comparing the advertising rates for various publications, 
judge them on the basis of cost per thousand circulation. For example, a $50.00 ad in one 
publication may be cheaper than a $25.00 ad in another. It is obvious that if the first 
magazine delivers three times the circulation at only twice the price, it is a much better 
buy for you. 

In judging the best media for you, it is also well to consider one other factor: Quality 
and type of circulation. A thousand well-to-do readers may be a better source for busi¬ 
ness than two thousand "poor" readers. For your type of service, aim your appeal di¬ 
rectly at the womenfolk. Concentrate your advertising where they concentrate. 

Some publications of course have both men and women readers. In such instances, be 
sure your ad is placed in the women's section of the magazine or newspaper. When you 
want to reach women, you can understand why it would be poor policy to place your ad 
on the sporting page or in the financial section. 


86 














Mail order results from space advertising are greatly dependent on the life of the 
publication. A monthly magazine is a better bet than a weekly, for it is "alive" four times 
as long. Also, in newspapers, the Sunday edition is good for at least the weekend, whereas 
the daily edition is current for no more than about twelve hours. As a general rule, you can 
be sure that "the longer the life, the better the chance for profitable results." 

( 5 ) 

SALES THROUGH SOLICITORS 

There are always distinct advantages in personal selling—that is, when a prospect 
is called on in person. Personal selling has two "strengths" which are the basic weakness 
of mail order ... (1) The salesman's sales approach can be changed or varied to meet the 
situation or sales resistance encountered ... (2) He can show an actual sample, so that 
the prospect cannot help but be impressed by the quality and eye-appeal of your "Ceram- 
ized" Baby Shoes. 

No doubt about it, these are sales advantages common to only two types of distribu¬ 
tion. . . . Sales through stores and sales through solicitors. And even here, there is a 
"plus" for personal salesmanship. The salesman calling on the prospect in person is 
usually concentrating on only one item . . . while the storekeeper is dividing his time 
between a thousand-and-one different items. 


A SALES FORCE FOR YOU AT NO FINANCIAL RISK 

A good salesman will be attracted by two unusual features of your sales proposition. 
... (1) He doesn't have to work house-to-house, for you are in a position to supply him 
with a steady flow of red hot leads, every one a pre-selected prospect ... (2) it is a rela¬ 
tively high unit of sale. He has a good chance of a worthwhile commission on every call. 
Thus, he doesn't have to "work his head off" in order to make an interesting income. 

Today, in most types of businesses where salesmen are employed, it is necessary to 
pay a salary in addition to commissions. Naturally, if the salesman falls down on the job, 
the employer has lost the salary advanced. But that is one problem with which you need 
not be concerned. 

You can attract qualified salesmen of a very high type. Your proposition and your 
product appeal to the better side of human nature. It is a dignified service, a widely 
wanted service that is not at all difficult to sell. Through your collection of birth regis¬ 
trations, the salesmen's work is half done for them. Last, but most important to the sales¬ 
men, you can easily afford to pay them 30% commission on every sale. And that makes 
interesting reading for any salesman who is worth his salt! 


87 











l i 



































HOW TO GET QUALIFIED SALESMEN 


The easiest and most resultful source through which you can secure aggressive sales¬ 
men is the classified "Salesman Wanted" advertising column in your local and neartown 
papers. The paper's advertising department will be more than glad to help you write 
the ad. lust so you won't miss any of the elements that should be included, use this sug¬ 
gested ad as a guide: 


xA$r 

ie broker 
•aw and 
an. Con- 

155 


licit leads 
jop office, 
l-0632. 


man and are 
fid red tape— 
len are now 
comm, work- 
exp. nec. 
318. 


SALESMAN WANTED 

To take orders for "Ceramized" Baby Shoe 
Mementos from proud parents. Unit of sale, 
$3.50 to $20.00. Substantial commissions. Leads 
furnished. A permanent, year-'round proposi¬ 
tion. Protected territory. 

(Your name and address) 


basic . 
lor advt 
expense 
furnished, 
benefits i 
plan. HI 
personal 
sonal an 
Add: 

SALE 

CU1 

INDl 

Nationally 
able and m 
of experlen 
and sales ct 
offices. E: 
salary. 

Addrc 

YOUNG 


In appointing salesmen to represent you, do not take anyone who applies. Be fussy, 
be selective. Check applicant's references. Be sure he isn't a "floater" . . . that he will 


stay and work and build a business with you. For remember, you are in this business 
for a lifetime income . . . and you don't want a salesman who is a fast worker, a "quick 
change" artist. 


Work out a protected territory for him. Have a clear understanding as to how he is to 
take orders, how and when he is to collect his commissions. Emphasize the fact that he is 
selling quality, that the customers must be satisfied. 

Explain to him that this isn't just another house-to-house peddling job . . . that you 
are supplying him with a high type of pre-selected prospects. See that he understands 
that you expect the utmost in sales cooperation; that you are supplying him with val¬ 
uable samples; that he is to sell honestly and'fairly without misrepresentation. Arrange 
a definite policy as to terms of payment . . . that he is to collect 25% with order and that 
he is to deliver "Ceramized" Baby Shoes and collect the balance due. 

You are paying him a substantial 30% commission . . . and you expect a profitable 
return! 


( 6 ) 

SALES THROUGH A BUSINESS STIMULATOR PLAN 

In every community—including yours—there are retail stores outstanding in sales 
aggressiveness and merchandising leadership. These outlets are constantly on their toes, 
always receptive to new promotional ideas, always on the alert for any sales plan which 
will encourage customers to buy more merchandise more often. They are interested in 
building store traffic. And a business stimulator plan that is basically sound and which 
has wide appeal will receive their wholehearted support and cooperation. 

What has that got to do with your business? Well, much more than you think. Here's 
how. Your "Ceramized" Baby Shoe service is an ideal premium for retail-store sales promo¬ 
tion. When properly presented, it can be the means of selling more drugs in a drug 
store, more groceries in a grocery store, more housewares in a variety store ... in fact, 
it can be the incentive for increased business in most any kind of store you can name. 

Basically, the "Business Stimulator" plan you will offer to stores is this: Stores will 
make available to their customers your "Ceramized" Baby Shoes on a special Save Vi 
Offer. In other words, after complying with the requirement explained below, a customer 
will be able to order "Ceramized" Baby Shoes at a considerable saving. 


88 














































































































































































































































































































You will provide the dealer with special "Purchase Privilege" cards, imprinted with 
his name. (Dealer will pay for cost of printing . . . his only cost, by the way, for the entire 
plan). The cards are numbered around the edge ... in units of 10c, 25c, 50c, 75c and $1.00. 
These units will total $25.00. Each time customer makes a purchase, the card is punched 
to indicate the amount of the sale. When the customer has purchased a total of $25.00 
worth of merchandise, the card will be completely punched . . . and the store's customer 
is then entitled to the privilege of having a pair of baby shoes "Ceramized" at one-half the 
LIST* price. 


A PROFITABLE PLAN FOR THE DEALER . . . AND FOR YOU, TOO! 

On this business stimulator plan, everybody gains. The dealer is assured $25.00 in 
sales and a customer in the habit of patronizing his store. The customer, in return, receives 
an obvious bargain. And you develop another source for steady business. 

At first thought, perhaps you may be inclined to reason that there's little money for 
you in "Ceramizing" baby shoes at half price. Well, let's analyze it and see how you 
actually come out. Let us suppose this Purchase Privilege offer is limited to your Bookend 
style of mounting. Normally, in Pearl Finish, you'd probably charge a customer $10.95. 
Now, if you sold it through a regular dealer, allowing him 40 % off, the amount you would 
receive is about $6.57. And at that price, you know you make a mighty nice profit. 

*Now, in the commercial world, there is a term known as "LIST" price. This is an 
item's highest price, normally more than it usually retails for. In other words, the LIST 
price for the bookends would be about $13.25. On the "Purchase Privilege" card, you 
will feature your Metalized Baby Shoes at LIST ... as an $13.25 Value. So, here you 
will receive $6.62 for your work . . . slightly more than you receive from your regular 
dealers. 



STORES LIKE THIS NO-COST DEAL 

Practically speaking, this Business Stimulator plan costs the dealer nothing . . . for 
his only expense is the cost of printing the cards. And when you get them printed for 
several dealers at a time, they shouldn't cost him more than five to ten dollars . . . and 
that's really nothing when you consider the benefits he receives. In every way it is a 
good deal ... for the storekeeper and for you! 

This tested business-getting plan can develop a lot of business for you. Once a dealer 
is started on this merchandising program, it requires no sustained effort on your part. 
The dealer receives the orders from his customers, together with a 25% deposit, and turns 
them over to you. You deliver the completed shoes to the storekeeper, collect your money 
in full and leave entirely in his hands the responsibility of completing the transaction. 


89 

























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( 7 ) 

SALES THROUGH CHURCH AND FRATERNAL ORGANIZATIONS 

Clubs and groups within church and fraternal organizations are continually con¬ 
fronted with the problem of raising funds to carry on their various activities. Their en¬ 
deavors in this direction range all the way from conducting raffles to the staging of ama¬ 
teur theatricals. Ice cream socials and buffet suppers are also very common methods of 
adding to their income. 

Such activities will always be popular, for they combine fund-raising with social en¬ 
joyment. However, there are often times when such things become too commonplace and 
the individuals in charge cast about for new and more exciting ways to earn money for 
the organization. And that is where you can render a welcomed service . . . one from 
which you can derive good profits. 

MANY WAYS YOU CAN CO-OPERATE FOR BOTH 
PUBLICITY AND PROFIT! 

Before we discuss in detail exactly how you can cash in on club and fraternal activities, 
let us take time out to emphasize one pertinent point . . . the value of publicity. The 
benefits you derive from your various sales promotion efforts should not be judged en¬ 
tirely on the immediate cash return. You are building a lifetime business . . . and the 
better you become known the better your business will be in the years to come. These 
intangible benefits may seem to be long and slow in accruing . . . but the history of all 
successful businesses dramatically demonstrate the ultimate cash value of good will. So, 
be sure to take advantage of every opportunity for publicity. Do everything possible to 
bring you and your "Ceramizing" service to the attention of the buying public. One 
resultful way of accomplishing that is to cooperate in church, club and fraternal activities. 

Do not let the fact that you are not affiliated or active in some of the organizations 
deter you from participating in any of their programs. Naturally, you cannot expect to 
benefit without giving something in return. Unless you cooperate for mutual profit, there 
can be no deal. Through inguiry of neighbors and friends, and through constant watch of 
the social columns of your local newspaper, you can soon discover the name of the in¬ 
dividual in each organization who seems to be the ringleader in directing activities. 
From then on, it's a matter of contacting these leaders and discussing the various ways 
in which you might cooperate. 

THREE WAYS TO CO-OPERATE 

(1) THE CASH-UP PLAN. From a strictlly business point of view, the Cash-Up is an 
exceedingly successful sales method. It is based on giving something "free" . . . that in 
most cases results in the recipient eventually paying out some money. HERE IS HOW IT 
WORKS: The Cash-Up is employed in cases where an organization is planning a raffle, 
a prize contest, card party. Bingo, or even the offering of door prizes at a social. 

As your contribution, you offer to donate six (or whatever number you desire) $3.50 
credit letters . . . which you will accept as full payments for the "Ceramizing" of six differ¬ 
ent, single baby shoes, unmounted. In other words, each prize winner awarded one of 
your letters may bring it to you and you will "Ceramize" a baby shoe at no charge. 

What's the catch? Where do you come in? Well, did you note the four words em¬ 
phasized above? . . . single baby shoes, unmounted. By a few well chosen words and 
the showing of mounted samples of your more expensive styles, you can get the major¬ 
ity of these people to pay the difference in cash for a more elaborate keepsake. This 
switch is known as the Cash-Up. Experience has provided that once you get a little prac¬ 
tice, you can Cash-Up eight out of ten prize winners. And that s real money to you! 


90 





(2) MATCH THE SHOES CONTEST. Although this type of sales promotion may not 
be as aggressive a plan as the preceding one, it has much to be said for it. It is basically 
a sound business operation, one that can bring you immediate orders and one that will 
pave the way to substantial business in the days to come. The prospect list you secure 
will not only be pre-selected, but pre-sold as well. 

This contest activity requires some advance preparation. However, the material can 
be put to steady use in innumerable ways, so do not consider it merely as a "lot of work" 
to be used once and then discarded. All you need do is this: Secure from friends, rela¬ 
tives or a second-hand store five pairs of used baby shoes . . . all of the same size and 
approximately the same style. "Ceramize" one shoe of each pair. And that's all there is 
to it. 

When you hear of an organization that is conducting a fund-raising campaign, a 
bazaar, a social or an affair where there is a possibility of setting up a display, be quick 
to make arrangements to participate. Arrange a display of the five pairs of baby shoes. 
Do not match them ... but mix them up as much as possible. Then make up ten small 
cards, each card bearing one of the numbers between one and ten. Place a card along¬ 
side of each shoe. Employ a sign painter to make a large display card with copy somewhat 
as follows: 



MATCH THE SHOES AND WIN A PRIZE! 


There are five pairs of baby shoes in this display. One of 
each pair has been "Ceramized". See if you can match the 
"before and after" shoes by number! Use entry blank, drop 
in box. Fill out your name and address and list the numbers 
as you think they should match. FOR EXAMPLE: Is Shoe 5 
the mate of shoe 7??? What's your guess? 


On each side of your "contest" display be sure to arrange a merchandise showing of 
your various mountings and finishes. Have available pencils and blanks sheets of paper 
for use by the audience in entering their guesses as to the correct matching of shoes. 
Provide a big cardboard box, with a slit in the top, in which entries can be dropped. 

THE PRIZES? Well, what's better than the prizes suggested before? Give the winners 
letters entitling them to your services . . . the "Ceramizing" of a single baby shoe, un¬ 
mounted. Don't ever forget the profit possibilities of the Cash-Up. It works on this promo¬ 
tion, too! 

A contest of this sort accomplishes two things. Because it is different, it arouses a 
great deal of interest and results in much conversation. It gives you a wonderful oppor¬ 
tunity to sell the artistry and quality of your work . . . and gives the audience an appeal¬ 
ing idea of what they can expect from your service, before and after Ceramizing . 

Entries in the contest will provide a prospective customer list for future cultivation 
and harvest. Meeting the public where they are gathered in greatest numbers should 
always be a welcomed opportunity. It enables you to display your samples, discuss your 
service, pass out literature and to take immediate orders. The more folks you can address 
at one time, the more profitable will be the use of every selling hour. 


91 







(3) PART TIME SALES LADIES. When an activity is carried on in the name of a church 
or fraternal organization, sales of most anything are easier to come by. Usually, the last 
ounce of sales resistance melts away when it's "for the good of" a person's favorite church 
or club affiliation. That is a fact to be reckoned with . . . and turned to your good 
account. 

The ladies of a church auxiliary or the women of a fraternal chapter can be the 
most persistent and aggressive sales representatives you could find anywhere. When it's 
for the good of the cause, they can latinch a whirlwind sales drive that will enrich the 
treasuries of their organizations and profit you as well. 

For many years, it has been common practice for women in such work—the raising 
of funds for worthy purposes—to sell a variety of things . . . ranging all the way from 
cakes and cookies, to greeting cards, to magazine subscriptions, etc. If the item has a 
wide market and offers a generous commission, these sparetime lady sales solicitors can 
do an unusually fine job. 

These women will welcome the new opportunity of selling something as appealing 
as your "Ceramized" Baby Shoe service. The idea intrigues them. It is a service that puts 
them right in their element. Since, by nature, they are all wrapped up in children, they 
can sell with enthusiasm that is hard to find in a man who sells strictly for a living. 

Contact the leaders of the various church, fraternal and charity organizations in your 
community. You can discover the proper persons to contact by following the suggestion 
made previously. Explain your proposition. Offer them your standard 30% commission. 
Make the same sales agreement that you would with any salesman . . . and even though 
they may work but twelve hours a week, the chances are that in cash business they'll 
give many a full time salesman a run for his money! 



92 






















. 








































- 






























SELLING YOUR "CERAMIZED" COSTUME 
JEWELRY AND GIFTWARES 

In Chapters Fourteen and Fifteen you have been provided with a complete and de¬ 
tailed sales plan on how to sell your services and the tested sources for getting new 
business. While Baby Shoes are used as a specific example for the sources of business 
and advertising ideas, the suggestions offered can and do apply to your "Ceramizing" 
service as a whole. In this Chapter, therefore, we will limit ourselves to the question of 
distribution and the sale of the hundreds of "Ceramized" products you will basically be 
''manufacturing''. 

Generally speaking, there are two types of sales programs you can follow in sell¬ 
ing your Ceramized" novelties, costume jewelry, and giftwares. 

(1) You can retail them direct to the customer yourself, or 

(2) You can wholesale them through established commercial outlets. 

The first of these plans is especially adaptable where production is small and of a 
more specialized nature. The second plan can be used where production is seen to be 
relatively large and a substantial sales volume is anticipated. 



SELLING DIRECT TO THE CUSTOMER 

One method by which your products may be sold direct is through your own retail 
store. Now, this doesn't mean that you must rent expensive space in a busy shopping 
district. You can easily have the equivalent of a shop right in your own home, where 
you can display your products to excellent advantage. In fact, since you will be selling 
'“custom" merchandise, this will tend to give your products a "personal touch" that's 
difficult to obtain in a regular retail store. The chief advantages of this sales method, how¬ 
ever, lie in the fact that by operating in your own home, you have no overhead expenses 
to contend with or commissions to pay to someone else for selling your merchandise for 
you. 

But, like any sales plan, it has certain disadvantages, for although you have no com¬ 
missions to pay, you must bear the cost of attracting customers. This involves news¬ 
paper advertising, handbills, display cards and perhaps a sign in the yard or over the 
door of your home. Advertising of this nature is seldom an expensive proposition and 
word-of-mouth promotion can be counted on to bring in a steady number of customers, so 
this disadvantage is hardly a discouraging one. What may be more important is the nec¬ 
essary interruption to normal homekeeping, the fact that someone should always be pres¬ 
ent during regular business hours, and the possible interference with production if your 
"Ceramizing" shop is also located in your home. The seriousness of these objections, of 
course, will depend entirely upon you as an individual. 


93 












SALES THROUGH THE MAIL 

Another way in which your products may be sold directly to customers anywhere in 
the country is by direct mail. There is only one major requirement—you must have a good 
mailing list. You can't expect results if your sales literature is merely mailed at random 
to names picked out of a telephone book. If a mailing is to pay its way, it must go to 
people who are logical prospects for your products. 

Organizations and clubs are a valuable source of good names and will often let their 
membership lists be rented at a small charge. Or, if you prefer, you can contact a firm 
which specializes in supplying people like yourself with tested mailing lists. They have 
extremely long and varied lists of categories, and you're sure to find one that fits your 
"Ceramized" specialties. Your local classified telephone directory can supply you with 
the names of such firms in your locality. 

Closely akin to direct mail, inasmuch as the merchandise and payment are delivered 
through the mail, is mail-order selling. A quick glance at the pages of most any maga¬ 
zine will show the wide variety of articles which are offered in this way. A small ad, 
preferably with an illustration, in the ''Window Shopping" or "What's New” columns of 
some of the better women's magazines should bring excellent results in the sale of cos¬ 
tume jewelry and other "Ceramized" novelties. If you're in doubt as to how to launch a 
mail-order sales program, there are mail-order counselors in every city who, for a slight 
fee, will give you expert help in laying out your plan of operations. 

SALES THROUGH COMMERCIAL OUTLETS 

Local retail shops, such as gift and novelty shops, jewelry stores, etc., haye pre¬ 
viously been mentioned as a possible source of business for your "Ceramized" products. 
These shops are usually managed by people who take a particular interest and pride 
in the merchandise they stock and are chiefly concerned with quality. As a rule, the own¬ 
ers do their own buying and do not expect mass production prices or quantity ... an im¬ 
portant point when you are first starting out. 





Small stores can be a valuable source of sales so long as you keep one important 
rule in mind: Make sure that the other merchandise handled is on a pea: with yours. 
This is your best assurance that their customers are the ones you wish to have your 
products displayed before. It's better to wait until you can place it in a leading gift or 
specialty shop than rush it into a second-rate outlet just to get started. 



94 
























































































































By selling through retail stores, you are relieved of the problem and expense of find¬ 
ing individual customers, plus the bothersome handling of each product's sale. Also, by 
having several retail stores carrying your products, you will be placing them before a 
much larger prospective market than you could possibly hope to as an individual. 

Against these advantages, you have the discount required by retail merchants (usually 
about 40% of the retail selling price of the product) and the fact that your products will 
be selling in competition with similar articles in the store. The increased volume of sales 
should, however, more than offset the loss in your profit margin through discounts. And 
the beauty and novelty of your ''Ceramized'' art wares will more than overshadow com¬ 
petition. 

SALES TO LARGE VOLUME PURCHASERS 

When you feel that you have thoroughly mastered the fundamentals of the business 
and have developed confidence in your own ability to build it into a successful enterprise, 
you can begin to concentrate on the big, quantity buyers of specialty goods—department 
stores, church supply houses, jewelry chains, wholesalers and jobbers, and large spe¬ 
cialty mail-order houses. No matter how far you wish to carry your manufacturing opera¬ 
tions, you'll always find a ready market for steady, profitable sales and plenty of room for 
expansion. 



ILLUSTRATION No. 29 

While it is impossible for man or machine to duplicate the grace and beauty imparted 
by the hand of nature, it is possible to preserve these qualities forever in "Ceramized 
Dresden-China, Pearl Lustre or "Ceramized" metallic finishes. 

What woman wouldn't thrill to the beauty and charm of these exquisite costume jewelry 
pieces ... and what woman wouldn't be willing to pay a handsome price to possess them? 


95 








































































































































IT'S SMART TO KNOW SALESMANSHIP . . . EVEN 
IF YOU DO NOT PLAN TO SELL! 

The foregoing pages in the chapter on How To Sell Your Services have given you a 
basically complete course in salesmanship ... a foundation of sales knowledge that will 
be jpdispensable to you in operating a prosperous "Ceramizing" service. From these pages 
you have gained the fundamentals of selling ... knowledge that has a big cash value in 
operating any type of business. 

In a large established enterprise, there is sufficient business and money to hire experi¬ 
enced men to handle the many different operations. For example, an accountant to keep 
the books, a purchasing agent to buy materials, an engineer to supervise production and a 
salesman to do the selling. And none of these men need to know a great deal about the 
other men's work. 

But even in a business of such size, you will usually find that the president or owner 
does have a basic knowledge of everything pertaining to the business. Way back in the 
beginning, when the business was just started, he had to have a personal knowledge of 
every operation. Maybe he didn't like to keep books, perhaps he wasn't interested in sell¬ 
ing . . . but he did them, anyway, just to know what it was all about. And that's why, 
today, he's the "big boss" . . . the man who controls the business, the man who is most 
independent, the man who makes the most money! 

IN THE BEGINNING, YOU SHOULD BE 
A JACK-OF-ALL-TRADES 

Operating a "Ceramized" Baby Shoe Service is far easier and simpler than running 
most businesses. Bookkeeping, purchasing supplies and other routine work are so easy to 
handle that they need not bother you in the least. Your wife, daughter or friend can take 
care of such things in an hour or so a week. You can spend your time on the most impor¬ 
tant things, manufacturing and selling. 

As the boss of this new business, it is a smart idea to try your hand at both manufac¬ 
turing and selling. It is to your advantage to have actual experience in both departments. 
Once you've had a "taste” of both ends of the business, you can then decide whether to 
handle it all yourself ... or whether to concentrate your time on getting business or 
whether to specialize in the finishing part of the operation. 

In any event, it is well to plan ahead. It's a good idea to know which way to go when 
your business grows to a point where you need assistance. Then you will have your choice 
of two moves: (1) Hiring an assistant, either to work in the shop or to go after business. (2) 
Getting yourself a partner . . . again, either to handle the shop work or to do the selling. 
The choice is entirely up to you. You are the boss . . . and it is your privilege to decide 
which work you prefer. 


96 






HOW AND WHEN TO CHOOSE A PARTNER 

In deciding as to the advisability of having a partner, here in brief are the things to be 
considered. First, the Ceramizing" of Baby Shoes is such a big field and so profitable, 
you can easily afford to have a partner . . . even two partners. In other words, the poten¬ 
tial income is more than enough to support a two or three-man operation. 

The second thing to remember is this: So little capital is required, that it isn't really 
necessary to sell a share of the business to someone else. Since you only require a maxi¬ 
mum of forty to fifty dollars you can be the full owner if you so desire. 

However, other considerations may influence your thinking. Either one of the follow¬ 
ing reasons may make it worth your while to have a partner. (1) You personally would pre¬ 
fer to devote all your time to either the manufacturing or the selling. For example, you to 
do the finishing and your partner to do the selling. 

(2) You'd like to start the business in your sparetime . . . and by having a partner also 
working sparetime, you could grow much faster. In other words, two sparetime partners 
could equal one fulltime man . . . and as a result, the operation could become a full time 
business that much sooner. 

TEAM WORK IS THE SECRET OF A SUCCESSFUL PARTNERSHIP 

In choosing a partner from among your family, friends or acquaintances, the first thing 
to do is to decide which part of the business you prefer to handle personally. If you are 
mechanically inclined and like to do shop work, then select a partner whose personal prefer¬ 
ence and ability are inclined toward selling. If, on the other hand, you'd prefer the selling 
end, then the best partner for you will be someone who has aptitude and liking for work¬ 
ing with his hands. 

The ability to work as a team is the most important thing to look for in forming a part¬ 
nership. In the Ceramizing field, the capital required is so modest that it is of secondary 
consideration. That is emphasized again for this reason: A man with only fifty dollars cash 
to contribute may make a much better partner than one who has a thousand dollars. What 
you want, primarily, is a co-oworker who matches you in ambition and willingness to work 
... a man or woman to handle one department as well as you handle the other. 

If you desire a partner to handle the selling end of the business, it isn't necessary to 
find someone who is already a successful salesman. There is no need for experience or 
"natural born" salesmanship. Securing business in "Ceramizing" is a job of order-taking. 
If your prospective partner is not afraid to introduce himself to strangers, if he likes to meet 
people and be with them . . . then he has all the sales qualifications you require. One who 
has clerked in a store, who has worked in a gas station, or has had a job where he was 
continually coming in contact with a variety of folks, should make you a perfect partner. 
All he needs is a liking to meet people . . . PLUS the Seven Tested Ways to Get Business 
as outlined in these instructions. 


97 






WHAT TO CHARGE FOR YOUR "CERAMIZING" SERVICE 

Inasmuch as the "Ceramizing" of Baby Shoes is Custom Work—not a mass produc¬ 
tion proposition—you are primarily in the business of selling personal service. All busi¬ 
nesses based on service enjoy a higher than average margin of profit . . . and, as you will 
note below, that especially holds true in "Ceramizing" Baby Shoes. 

The retail price of an article is usually determined by the costs entering into its manu¬ 
facture and distribution. Whether the resulting profit margin is higher or lower than aver¬ 
age depends on two factors: (1) The amount of competition ... (2) What the public is will¬ 
ing to pay. In both cases, you are very fortunate. First, competition is something you don't 
have to worry about. Second, the public is willing to pay extra well for "Ceramizing" be¬ 
cause Sentiment is the reason they buy, and Sentiment cannot be put on a scale and 
weighed out by the pound. 

The prices to be charged for "Ceramizing" Baby Shoes is pretty well established. 
Several million of dollars' worth are being sold yearly . . . and, unquestionably, the prices 
you charge should be in line with what others are getting. However, even if you should 
accept blindly the prices established by others as being correct, it is wise to know exactly 
what your actual costs may be ... so that you will have a clear idea as to how much 
money you are making from week to week. 

In addition to the production costs discussed here, you will also have other expenses, 
generally known as "overhead." Such operating expenses include rent, if any, telephone, 
water, printing and similar charges. These are not considered or included in our analysis, 
for they vary too greatly by where you live, the available space you have, the size of your 
operation, etc. Here, we are concerned solely with production costs. Nevertheless, in study¬ 
ing these cost figures, it will become quite apparent to you that there is ample margin to 
cover your overhead. 

The cost analysis following pictures a typical operation. Your experience will 
undoubtedly vary somewhat, but the difference will be but little more or little less. The 
conditions under which you work and operate will have much to do with your actual 
costs . . . 

For example, you may work much faster than the operator whose figures are given 
here. You may discover some labor-saving steps of your own. And, on the other hand, 
you may use more material than he does. Carelessness, for instance, in replacing the cap on 
the can of Warner's "Plas-Tuff" Pre-Coat Hardening Compound may result in a great deal 
of waste in this valuable material. In spite of all these variations, however, you can ac¬ 
cept these figures as being sufficiently accurate, for they are based on an average operation. 

It should be emphasized here that the cost figures are based on high quality, artistic 
craftsmanship and the use of the very best materials. The "Ceramizing procedure em¬ 
ployed is the recommended, Perfected Warner Method. Yes, if you are so inclined, you 
can cut your labor and material costs, but we definitely do not advise it. Doing good work 
is only good business . . . and when the profit margin is so high, there is no need to cut cor¬ 
ners or do shoddy work. Don't ever risk this lifetime gold mine by disappointing your cus¬ 
tomers. 


98 
























COST BREAK-DOWN OF "CERAMIZING" ONE PAIR OF BABY SHOES 

IN PEARL LUSTRE-TRIM 

MATERIAL 

Warner s Plas-Tuff Pre-Coat Hardening Compound 

$5.85 Gallon—2 coats per pair. Q 0 ^ 

Base Color Coat—Baby Blue 

$1.95 Quart 1 coat per pair (1 dip or 2 spray).06^ 

Pearl Lustre—Genuine Pearl Essence 

$9.85 Quart—2 coats per pair (2 dip or 4 spray).29^ 

Trim Color (On laces, eyelets, etc.) Tinted China Gloss Trim- 


Final complete China Gloss Coating $1.85 Pint. 10 ^ 

Porceglaizing (The "Magic" Touch!) 

$1.25 l / 2 oz.03^ 

TOTAL MATERIAL COST.PER PAIR 

LABOR 

Rate $1.20 per hour. For cleaning, hardening, spraying, trim 

painting and Porceglaizing—average 20 minutes per pair.40^ PER PAIR 

TOTAL LABOR AND MATERIAL COST.96^ PER PAIR 

STANDARD SELLING PRICE.$ 5.95 PER PAIR 


YOUR GROSS PROFIT.$4.99 PER PAIR 


COST BREAK-DOWN OF "CERAMIZING" ONE PAIR OF BABY SHOES 


IN DRESDEN-TRIM 

MATERIAL 

Warner's "Plas-Tuff" Pre-Coat Hardening Compound 

$5.85 Gallon—2 coats per pair.08^ 

Base Color Coat—Baby Ivory 

$1.95 Quart—2 coats per pair (2 dip or 4 spray).13^ 

Trim Color (On laces, eyelets, etc.) Tinted China Gloss Trim— 

Final complete China Gloss Coating $1.85 Pint.10^ 

Porceglaizing (The "Magic" Touch!) 

$1.25 1/2 oz.03 


TOTAL MATERIAL COST.34^ PER PAIR 

LABOR 

Rate $1.20 per hour. For cleaning, hardening, spraying, trim 

painting and Porceglaizing—average 15 minutes per pair.30^ PER PAIR 

TOTAL LABOR AND MATERIAL COST.64^ PER PAIR 

STANDARD SELLING PRICE.$4.95 PER PAIR 


YOUR GROSS PROFIT.$4.31 PER PAIR 


**NOTE: We have arbitrarily set an hourly labor rate of $1.20. This is more than gener¬ 
ous. In fact, it's on the high side. Here in Chicago satisfactory help for this work can be 
hired for $1.00 per hour. Wage rates in big cities are usually higher. So if you live in a 
smaller community, you do not necessarily have to pay as much as we have figured in this 
break-down of production costs. Whether you plan to do your own shop work or hire a 
man to do it, you can safely figure that $1.20 per hour will cover your labor costs. In all 
probability, you will start a man at a much lower rate and then increase his salary as he 
becomes more experienced and is able to turn out a greater volume of work. 


99 






























OFFER A COMPLETE "CERAMIZED" BABY SHOE LINE 
FOR GREATER PROFITS 

In the above outline of basic costs, we have discussed only a pair of UNMOUNTED 
Baby Shoes in Dresden-Trim and Pearl-Trim, the two most popular of the four standard 
Baby Shoe "Ceramizing" Methods. The second two, plain Dresden and plain Pearl, com¬ 
plete your fine selection. As a matter of fact, you will find many customers who prefer their 
simple, unadorned beauty. 

Strictly on a cost-of-material basis, the plain Dresden and plain Pearl Baby Shoes lack 
only the very small amount of tinted China-Gloss on the laces and eyelets, or perhaps a 
few accent lines on the decorative trim of the shoe, therefore the costs differ only by two 
or three cents in materials and a few moments of your time. However, the plain "Cera- 
mized" finishes are important to you in establishing a base figure in your price structure, 
as you will see in the Suggested Retail Prices on page 102. Also, the few pennies saving in 
material and labor can be passed on to your customer as a lower priced volume retailer 
or as a "leader" in one of the advertising programs you will read more about in Chapter 16. 

COST ANALYSIS OF "CERAMIZING" BABY SHOE 
MOUNTS AND ACCESSORIES 

To complete the cost break-down of your "Ceramizing" business, we must also take into 
consideration the cost of finishing the various styles of metal mounts, picture frames, etc., 
that you will produce to match the particular shoe style and finish ordered by your custo¬ 
mers. Since the color of the finish does not affect the cost, we need only be concerned 
about the unfinished mount cost and the time and materials used in each finish. In the cost 
analysis chart below, you will note that we have based the individual cost per mount on 
the dozen price rather than the single list price. As you will undoubtedly buy mountings 
in quantity as your business increases, you will get the benefit of the quantity discount rates. 

Here again, just as in the finishing of Baby Shoes, your experience will vary some¬ 
what, but the difference will be slight, and tending toward lower "Ceramizing costs as 
you become more proficient in your technique. 


100 







































































"CERAMIZING" BABY SHOE MOUNTS AND ACCESSORIES 


LABOR AND TOTAL COST 

DOZEN MATERIALS MOUNT plus 

MOUNT STYLE PRICE FINISHING COST FINISHING 

( each ) DRESDEN PEARL DRESDEN PEARL 


DUUK ill 11 Lib \raiLJ 

Order No. 10-FW-1788 

$2.65 each.$29.57 doz. 

$2.47 

$0.24 $0.45 

$2.71 $2.92 

Single Shoe Mount 

Order No. 10-FW-1787 

79 i each.$8.82 doz. 

.74 

.11 .21 

.85 .95 

Ash Tray 

Order No. 10-FW-1786 

$2.06 each.$22.99 doz. 

1.91 

.27 .47 

2.18 2.38 

Picture Frame—Desk Set 

Order No. 10-FW-1785 

$1.85 each.$20.65 doz. 

1.72 

.23 .44 

1.95 2.16 

8x10 Picture Frame 

Order No. 10-FW-1784 

$1.25 each.$13.95 doz. 

1.16 

.08 .17 

1.24 1.33 

5x7 Picture Frame 

Order No. 10-FW-1783 

$1.05 each.$11.72 doz. 

.98 

.06 .13 

1.04 1.11 

314x414 Picture Frame 

Order No. 10-FW-1782 

80^ each.$8.93 doz. 

.74 

.05 .10 

.79 .84 

5x7 Oval Frame 

Order No. 10-FW-1781 

$1.60 each.$17.86 doz. 

1.49 

.06 .13 

1.55 1.62 

314x414 Oval Frame 

Order No. 10-FW-1780 

$1.25 each.$13.95 doz. 

1.16 

.05 .10 

1.21 1.26 


LABOR CHARGE FOR MOUNTING SHOES AND PICTURE FRAMES: .25^ per pair— 
.10^ per frame. 


NOW—with complete costs for "Ceramizing" Baby Shoes and the attractive mounts, 
let us see the profit picture for a typical order. With your basic Ceramizing cost clearly 
in mind, it is quite easy to arrive at selling prices for any combination of Shoe and Mount 
you desire. For example let us take a pair of Dresden-Trim Ceramized Baby Shoes 
mounted on a Picture Frame Base with a 5x7 Picture Frame, all in a beautiful matching 
color style: 


COST FOR "CERAMIZING" 1 PAIR SHOES IN DRESDEN-TRIM. 
COST FOR PICTURE FRAME BASE and 5x7 FRAME TO MATCH 

Labor Charge for Mounting Shoes. 

Labor Charge for Mounting Picture Frame 


.64 

2.99 

. 25 ^ 

. 10 ^ 


TOTAL COST. 

SELLING PRICE (Approximately 3l/ 2 times cost) 


$ 3.98 
$13.93 


(Most operators believe it good judgment to shave an odd price slightly, m this case to 
$13.75 or $13.65. I'm sure you'll agree, it's a better sounding price!) 


101 


































































































































. 





























































As a rule of thumb, you can figure that your sales price should be 
3 to 3 l / 2 times your cost. Basically though, it's a matter of good judg¬ 
ment. You will always have some styles and combination of mount¬ 
ings that give you a greater than average margin. Some models of 
mountings simply LOOK like more than others even though their pro¬ 
duction costs may be lower. 


QUALITY WORK ... AT THE RIGHT PRICE . . . 

IS ALWAYS GOOD BUSINESS 

The retail prices suggested below are ''Medium'' prices. They are not the highest nor 
are they the lowest in the field. They are the prices now being charged by the biggest op¬ 
erator in the business. They are fair prices, offering good value to the customer and a good 
profit for you. For the immediate future, we suggest that you follow these prices. As time 
goes on—when you expand your selection of mountings to include fountain pen sets, lamps, 
calendar and clock mountings, etc.,—you wirofitably price your various models as follows: 
just given. In the meantime, you can quite pll have a greater need for the pricing formula 


SUGGESTED "CERAMIZED" BABY SHOE PRICE LIST 


SINGLE SHOE (To be used as Cigarette Container, etc.) regular style 


Dresden Plain. . . . 

Dresden-Trim. 

Pearl Lustre Plain 
Pearl Lustre-Trim 


$ 2.25 
2.65 
2.75 
3.15 


SINGLE SHOE (Weighted, to be used as a Paper Weight) 

Dresden Plain. 

Dresden-Trim. 

Pearl Lustre Plain. 

Pearl Lustre-Trim. 


2.55 

2.95 

3.05 

3.45 


SINGLE SHOE (Weighted and Stuffed, Pin Cushion Style) 

Dresden Plain. 

Dresden-Trim. 

Pearl Lustre Plain 

Pearl Lustre-Trim. 


3.00 

3.40 

3.50 

3.90 


PAIR OF SHOES (Unmounted) regular style 

Dresden Plain. 

Dresden-Trim. 

Pearl Lustre Plain. 

Pearl Lustre-Trim. 

PAIR OF SHOES (Mounted on Bookends) 

Dresden Plain. 

Dresden-Trim. 

Pearl Lustre Plain 
Pearl Lustre-Trim 

PAIR OF SHOES (Mounted on 5 x 7 Photo Frame) 
Dresden Plain 

Dresden-Trim. 

Pearl Lustre Plain 

Pearl Lustre-Trim. 

SINGLE SHOE (Ash Tray Mounting) 

Dresden Plain. 

Dresden-Trim. 

Pearl Lustre Plain. 

Pearl Lustre-Trim. 


4.25 

4.95 

5.25 

5.95 


10.75 

11.50 

13.25 

13.95 


12.95 

13.65 

14.75 

15.45 


8.75 

9.10 

9.85 

10.20 


102 




























































. 




SUGGESTED "CERAMIZED" BABY SHOE PRICE LIST 

PAIR OF SHOES (Ash Tray Mounting) 


Dresden Plain. 10.15 

Dresden-Trim. 10.85 

Pearl Lustre Plain. 11.65 

Pearl Lustre-Trim. 12.35 

SINGLE SHOE (Single Shoe Mount) 

Dresden Plain. 4 85 

Dresden-Trim. 5.25 

Pearl Lustre Plain. 5.65 

Pearl Lustre-Trim. 6.00 


YOU ARE THE BOSS! 

As the owner and active operator of a "Ceramizing" service, you are entitled to two 
profits. First, you are entitled to pay yourself a weekly salary, for the same reason you 
would pay your employees for services rendered. The salary is for the actual work you 
perform. For example, if you do the "Ceramizing" work personally, then you should be the 
one to get the $1.20 per hour which, you remember, is figured into your production costs. 
This salary represents your weekly pay for the hours you put in. 

In addition, as the owner and the one who has provided the operating capital, you are 
entitled to "dividends" on your investment. In other words, the profits the business has 
earned, after paying salaries, production costs and general overhead. These profits are 
yours to use as you see fit . . . to be withdrawn when the business is able to spare it, or to 
be plowed back into the business to provide additional production facilities. Either way, of 
course, it is you who reap the benefits. 


WHAT PROFIT OR INCOME CAN I EXPECT? 


Naturally, you are interested in knowing how many dollars you can make. Well, it is 
impossible to give you exact figures ... to fit your particular case. We can cite, for ex¬ 
ample, a man who makes a steady eighty to one hundred dollars a week . . . and, also a 
big company which nets about 10% on a million dollars worth of Baby Shoes and Trophies 
annually. No two businesses are ever identical. 

A brand new business cannot expect to be as prosperous as an old established one. 
Much depends on whether you operate from rented space or from a corner of your base¬ 
ment . . . whether you turn out fast, medium-quality work or whether you do careful, high- 
quality work . . . whether it's a one-man business or a partnership . . . whether you are sell¬ 
ing through stores exclusively or by mail as well. Those are but a few things that make a 
difference. 


So, you can readily see that if we did give you an exact figure for weekly income, we d 
only be taking liberties with truth and honesty. And that's not necessary! The Ceramiz¬ 
ing" of Baby Shoes is so rich in its possibilities for profit that there is no need to exagger¬ 
ate. Study it. . . and then draw your own conclusions as to the opportunity. Your good judg¬ 
ment will give you the correct answer! Your business and your income are limited only by 
your personal enthusiasm, ambition and effort. 



This completely charted course to personal 
independence can bring you success and se¬ 
curity. Common sense, ambition and effort are 
the only other things you require. Apply what 
you learn . . . and you'll surely profit! 




103 

































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ter 21 


DETERMINING RETAIL SELLING PRICES 

"Ceramized" Costume Jewelry and Giftwares 

In determining the retail selling prices for the various 'Ceramized” costume jewelry, 
novelties and giftwares you will produce, you will have little difficulty in arriving at a cost 
formula for almost any article you can name. For whether you "Ceramize" a souvenir 
smoking pipe, a prize ear of corn, a "Sea Horse” costume jewelry pin or a Baby Shoe, the 
identical service is being performed. You are preserving forever in delicate Dresden or 
lustrous Pearl a sentimental memory, or you are adding artistic beauty to an otherwise 
commonplace, unattractive object. Therefore, a basis of charge can be applied to your 
"Ceramizing" service as a whole, rather than to each individual project. 

By basis of charge, we are referring to the mark-up or profit margin over the cost of 
production, that can be asked and received according to competitive products and the price 
the public is willing to pay. This you will recall, is well established for your "Ceramized” 
Baby Shoe service at approximately 3Vi times cost of labor and materials. Or in other 
words, a gross profit margin of 350%! 

In view of this, the charge for "Ceramizing” an object which required $1.50 in time and 
material^ would be in the vicinity of $5.25 ($1.50 x 3 Vi — $5.25); one which had a produc¬ 
tion cost of $2.00 would carry a charge of $7.00 and so on. As an article varies in size and 
complexity, its production costs will vary accordingly and in turn affect its selling price. 


ESTIMATING PRODUCTION COSTS 

It is impossible to give you set figures on costs for all the hundreds of articles you will 
be called upon to artistically preserve by the "Ceramizer's” art, or those articles you will 
handle in "production line” volume, or manufacture from the products of nature. Because 
each job is different—varying in size, in the amount of special handling and preparation— 
each will have separate rates. However, by considering the objects in comparison to a more 
standard article such as Baby Shoes, you will be able to use certain production yardsticks 
which will enable you to estimate quite accurately the costs involved in each case. 

The chart which follows is a review of the cost break-down of "Ceramizing” one pair 
of Baby Shoes in Dresden-Trim, figuring the average size baby shoe to have approximately 
24 square inches of surface area. The individual steps of Pre-Coating, Base Color Coating, 
Trim Coloring, China-Gloss Coating and Porceglaizing will be found in some fashion or 
other on almost any other object, so a proportionate amount of time and material can be 
used. You will find it quite simple to transfer this estimating method to Pearl Lustre finish¬ 
ing when the occasion arises. 

PRODUCTION COST BREAK DOWN OF "CERAMIZING” 

ONE PAIR OF BABY SHOES IN DRESDEN-TRIM 


"Plas-Tuff” Pre-Coating (2 coats). -08c 

Base Color Coating (2 coats). -13^ 

Trim Color and China Gloss Coating. -10^ 

Porceglaizing .. -03^ 

*Labor (Forming, Hardening, Trimming, Spraying).30<? 

TOTAL LABOR AND MATERIALS. 

* Labor Charge figured at $1.20 per hour 


The examples to follow will illustrate how, by using the above chart, you can very 
closely estimate the cost of "Ceramizing” any object. Once the cost has been established, 
it is an easy matter to apply the pricing standard of 3V2 times cost of production to arrive 
at an approximate charge for your services. 


104 





































































































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105 









EXAMPLE ONE — An Artificial Rose 

This is a "dime store" item, made of colored cloth and possibly intended as a dress 
ornament. Let's see what a few moments time and your "Ceramizier's" art can do to give 
this commonplace object a delicate Dresden beauty, turning it into a costume jewelry piece 
worth up to three or four dollars! 

First, since we purchased it at the dime store, we have a product cost, let's say 25c!. 
Second, upon comparison to a baby shoe it has basically the same material structure. Be¬ 
ing cloth and therefore soft and pliable, the rose must be given the "Plas-Tuff" Pre-Coating 
about two coats, and hung up to dry thoroughly. The cost of Pre-Coating will be less than 
that of a pair of Baby Shoes since the rose has less surface area, so we can quite safely 
figure it as being approximately equal to one shoe, 24 square inches, and our cost exactly 
one-half of that shown above ... or 4£. On this same basis, the amount of Base Color Coat¬ 
ing will also amount to one-half of that used for the pair of Baby Shoes, or 7Vz</:. 

Trim Coloring and China Gloss Coating in this case should be figured at slightly more 
than the material cost for a single baby shoe for this reason: The surface area of the three 
leaves that form the background for the rose will require just a little more tinted China 
Gloss to give them a rich, lifelike color, than you would normally use for the simple trim or 
accent lines on a baby shoe. So let us figure the Trim cost to equal that of two Baby Shoes 
or 2^, and the complete China Gloss Coating again at one-half the cost of a pair, or 4£. To¬ 
tal material cost for Trim Coloring and China Gloss Coating 6^. Porceglaizing, again at one- 
half the surface area would equal 1 Vz(j. 

Now for our labor charge. It is reasonable to assume that all operations being approxi¬ 
mately equal to one-half of that required for the pair of Baby Shoes, the amount of labor 
will also be in proportion. True enough, while we used more Trim Color for the leaves, it 
was much simpler and faster to apply an overall color rather than the careful, neat outlin¬ 
ing of laces and trim necessary on the shoes. So we are quite safe in charging one-half 
for labor, or 15^. 

Next, the final, finishing touch in our magical transformation from cheap cloth to "Cer- 
amized" richness . . . adding the bar pin clasp to make a beautiful rose costume jewelry 
piece. Unit cost for the clasp is 6^ (see accessory listing in the complete "Ceramizing" shop 
on page 117 and a small labor charge for attaching the clasp can be figured on the charge 
for mounting a single baby shoe as outlined in the cost break-down on page 101. An ap¬ 
proximate figure of 10 c 1 easily covers labor and materials (Warner's Metal-Weld or ordinary 
household cement). 

Now let us total our complete "Ceramizing" costs, labor and materials, and use our 
standard 2Vz times cost pricing formula to establish a. retail selling price for our newly 
created product. 

ONE ARTIFICIAL ROSE "CERAMIZED" COSTUME IEWELRY PIECE 


PRODUCT COST—One cloth rose.25c! 

"Plas-Tuff" Pre-Coating (2 coats).. -04^ 

Base Color Coating (2 coats).. SYJVzi 

Trim Color and China Gloss Coating. .06c! 

Porceglaizing .-.01 Vz $ 

Labor (Forming, Hardening, Trimming, etc.) @ $1.20 hr. .15^ 

Pin Clasp.....-.06jz! 

Mounting Pin Clasp (materials and labor).10^! 


TOTAL COST.75^ 

Selling price— 3Vz times cost.$2.62 


106 














In a case such as this, it will probably be a good idea to boost the selling price some¬ 
what over that indicated by your costs. Remember, the layman has no idea of the various 
processes involved in "Ceramizing." He, or in this cape more likely she, does not realize 
how shaping, hardening, etc., play an important part. To the average person, SIZE and 
APPEARANCE are the important considerations, and articles of the same size should cost 
approximately the same, and articles with the same attractiveness and beauty should be 
comparably the same. Also, some of the articles you will "Ceramize" will just naturally 
look like they should command higher prices than others, especially those in the specialized 
or luxury lines. 

The Ceramized Rose Costume Jewelry piece for example can be guite reasonably ex¬ 
pected to bring $3.50 to $3.95 in any gift or jewelry store. Be sure to read carefully the fol¬ 
lowing chapter on Pricing Your Manufactured Articles. 

EXAMPLE TWO — A Plaster Figurine 

A plaster-of-paris figurine can either be a dime store item, or it can also be an intricately 
sculptured, carefully cast object of art worth several dollars even in its raw state. Let us 
strike a happy medium and pick one out for say .49^. It is a very well done casting of a 
Cocker Spaniel in a sitting position, a saucy tilt to its head. Overall height about 4V2 
inches with a base dimension about 2 by 4 inches. Roughly estimating its surface area it 
would be between 35 and 40 square inches of surface to be "Ceramized." Again using our 
Baby Shoe cost break-down, here's how our production costs figure out. 

Comparing a plaster figurine to a Baby Shoe immediately discloses a decided differ¬ 
ence in basic characteristics. True, both belong in Classification No. 1, due to their open¬ 
grained, porous nature, however the baby shoe before "Ceramizing" is soft and pliable, 
while the plaster figurine is hard and rigid. The cost analysis to follow will demonstrate 
how this difference will result in considerable variation in the costs of the Warner Approved 
"Ceramizing" operations. 

Since the plaster casting is already hard and possesses a permanent shape, neither 
hardening nor forming is necessary, so one dip or spray coating of Warner's "Plas-Tuff" Pre- 
Coating Compound is sufficient to seal the surface against absorption and provide the proper 
undercoat for a base color. With the number of square inches of surface area of this plas¬ 
ter Cocker so close to the total surface area of the pair of Baby Shoes, we can be generous 
and use the same material cost figure, divided in half, however, because of only one dip 
coat, or 40. 

In applying the Color coating, we naturally eliminate the standard base colors of Baby 
Blue, Ivory and Pink, and instead use the Color Concentrates to color a sufficient quantity 
of China Gloss to a black or golden brown typical of the natural color of the Cocker 
Spaniel. Since our first color coat is dark, one coat should provide sufficient coverage. 
Also, the plaster being hard surfaced, additional color coats are not necessary to provide 
strength. This first color will require an amount of Clear China Gloss equal to that of a 
pair of Baby Shoes (the approximate surface area we have used before) about 8^, plus 
double the amount of Color Concentrate as would be used for a trim color, or 4 </:... 
making a color coat cost of 12^. 

For color trimming the features of the dog, the eyes, outlining the mouth, coloring the 
collar, etc., we can again use the same basic cost as that of color trimming the pair of Baby 
Shoes. Over the first color coat and the trim we will also want a complete coating of clear 
China Gloss to guarantee getting the full gleaming porcelain effect from that magic touch 
of Porceglaize. Following our former comparison, this Trim Coat and China Gloss Coating 
can be listed at the same cost as the pair of Baby Shoes, or lOy 1 . . . the complete Porce- 
glaizing at 3^. 


107 


























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In figuring labor on this particular project, several differences between this article and 
a pair of Baby Shoes are immediately apparent as we said before there would be. First, 
no hardening or forming was necessary, so a labor saving on that operation takes place. 
Secondly, using only a single Pre-Coat dip eliminated one handling, and eliminating the 
standard Base Color saved two more. We did add an extra China Gloss Coating for a base 
color, so that brings us back to 3 coating and coloring steps rather than 5 for a pair of Baby 
Shoes. Keeping in mind the time saved in forming, plus the 2 coating and coloring steps 
eliminated, we can figure our labor rate at approximately 2/3 of the Baby Shoe break-down, 
or 20^. 

Now again we take our complete "Ceramizing" costs, labor and materials, and make 
use of the standard pricing formula of 3 l /a times cost to establish an approximate retail sell¬ 
ing price for this novelty giftware: 


ONE "CERAMIZED" COCKER SPANIEL FIGURINE 


PRODUCT COST—One plaster Spaniel..49^ 

"Plas-Tuff" Pre-Coating (1 dip)... ,04c 1 

Base Color Coating (1 Tinted China Gloss). .12^ 

Trim Color and Clear China Gloss Coating. .. .10^ 

Porceglaizing ......03^ 

Labor (Coating, Coloring, etc.)... ,20 <t 


TOTAL COST .. .98p 

Selling price— V-/i times cost...$3.43 


Good sales judgment tells us to "round off" the $3.43 price to a better sounding $3.39 
. . . leaving an excellent mark-up for you, and with good workmanship and high quality 
"Ceramizing," a decidedly good value to the customer. 

VOLUME PRODUCTION FOR PLUS PROFITS 

Now let us take a look at this Plaster Cocker Spaniel figurine as a possible volume pro¬ 
duction item. To begin with, we had a product cost of 49c—its retail sales price. Allowing 
for the retailer's markup of a standard 40%, the cost to him in quantities of several dozen 
equalled about 29^ each. As an owner and operator of an established "Ceramizing" busi¬ 
ness, you are also entitled to wholesale discounts in quantity direct from the manufacturer, 
just as you are in your dealings with the Warner Electric Company. So in purchasing in 
quantity from the manufacturer rather than at retail, the product cost is reduced to 29^, 
thereby adding 20^ to your gross profit for each figurine. 

If you will recall, the production cost estimate was based originally on processing a 
single article, and we made a generous material allowance in figuring the amount of sur¬ 
face area to be "Ceramized." Let's be more specific this time. We figured approximately 
35 to 40 square inches of surface area on the figurine, so we can now take an average be¬ 
tween the two of 37 square inches, as against the 48 square inches of surface area on a pair 
of Baby Shoes ... or slightly more than 2/3 of the area upon which we figured the price 
break-down. 

Actually, then, on a production line basis in "Ceramizing" a dozen or more of the Cocker 
Spaniel figurines, it is safe to take 2/3 of the original material cost as a definite figure. (In 
volume processing, you will find considerably less than normal waste of materials, which 
alone will provide a good margin of safety in your cost of material figures.) Material cost 
would then be 2/3 of 29^ the original cost, or 20<£. 


108 






























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Since we have already estimated labor costs closely enough for all practical purposes, 
that figure can remain at the original 200. Also providing an ample margin of safety, for 
volume production eliminates much waste motion found in handling only a single unit. 

Adding our new production figures, discloses an entirely NEW profit picture that well 
illustrates the interesting possibilities of adding a volume production operation to your 
"Ceramizing" business! 


ONE "CERAMIZED" COCKER SPANIEL FIGURINE 


Wholesale Product Cost... ,290 

Material Cost .200 

Labor Cost .200 


Total Cost in Lots of 1 Dozen. .690 

PREVIOUSLY ESTABLISHED RETAIL PRICE.$3.39 


GROSS PROFIT .2.70 EACH 


Your gross profit margin is now better, but it can be improved still further. It is pos¬ 
sible that on this and many similar articles, the product cost can become negligible by 
manufacturing your own products—using the rubber mold process or other casting meth¬ 
ods. As a matter of fact, after you have experimented with and tested several fast selling 
merchandise items, it would be a recommended business procedure to make a complete 
investigation of the materials and methods necessary to their manufacture. 

With the lower costs of volume production you can take full advantage of both local 
and nationwide markets for your "Ceramized" products through retail store and mail or¬ 
der distribution. Read Chapters 15-16-17 carefully, then plan your work and WORK your 
PLAN! 


The cost analysis we have presented here are for typical opera¬ 
tions. Your own personal experience will probably vary somewhat. 
For example, you may work faster than the average operator, or, on 
the other hand you may use more material than he does. The differ¬ 
ence in any case will be slight. The purpose of the above examples, 
keep in mind, is not to give you absolute figures for specific articles, 
but rather to familiarize you with a method of cost estimation that can 
be applied to the hundred and one "Ceramizing projects awaiting 
your "Magic Touch." 


109 














ter 22 


PRICING YOUR MANUFACTURED ARTICLES 

The pricing of articles ''Ceramized'' for sale presents an entirely different problem from 
that encountered in the service end of your Baby Shoe "Ceramizing'' business. Here, it will 
not be possible to arrive at any single standard mark-up for each of the many different 
articles you will produce . . . the costume jewelry pieces, souvenirs, book-ends, statuettes, 
sea shells, objects of art, etc. The sales appeal for each article will differ, and conse¬ 
quently, selling prices will vary accordingly. Production costs, on the other hand, will be 
the same for articles of similar material and complexity. It may cost no more, for in¬ 
stance, to produce a ''Ceramized” table centerpiece than it does a statuette, yet the sell¬ 
ing price of each can be $2—$4—$6.00 apart. 

Perhaps the best method to use in establishing a retail price on the articles you will 
manufacture by "Ceramizing” is to pay a visit to several of the leading gift shops and 
variety stores in your locality. There, you will undoubtedly find numerous articles similar 
to those you intend to produce. Check with the retailer and see what he is currently 
charging for these objects. The prices he has set are the result of years of experience 
with the buying habits of the people in your community. He knows just how much they 
are willing to pay for certain merchandise and he has established his prices accordingly. 
You will do well to take advantage of what he has had to learn through the years. Fur¬ 
thermore, as these shops will be the chief outlets for your products, you can easily see 
the importance of having your suggested retail prices coincide with those the dealer has 
found to be profitable. 



Inasmuch as the price of each article will 
be more or less predetermined, independent of 
cost, you are bound to have a wide variation 
in profit margins. One article may bring you 
a gross profit of 400%, whereas another may 
bring only 200% . . . and both may cost the 
same to produce. 


In determining just what the profit margin will be on a certain object, the previously 
described method of cost analysis will prove invaluable. Despite the fact that certain of 
your "Ceramized" articles will have selling prices more or less already established, it is 
still necessary that you have accurate advance knowledge of your costs. Certainly you 
would not want to enter into the manufacture of an article only to find that its selling 
price, as determined by competition, will not allow you a sufficient margin of profit. 

Using the cost determination method with which you are now familiar, you can easily 
compute your profit margins and thus be able to select as the items you will manufacture 
only those offering the greatest mark-up and largest potential sales volume as deter¬ 
mined by your research. 


110 


































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t 
































































ter 23 



EXAMPLE OF A SPARETIME, ONE-MAN BUSINESS 
WORKING FROM ONE'S HOME 

Herewith, we give you an example of a typical, small "Ceramizing" business. You 
can start on a similar basis ... or on a far more ambitious project if you so desire. The 
size of the operation is up to you. In other words, the operational analysis given below is 
merely to illustrate the possibilities. It can be a guide for the business you are organizing. 

Naturally, during the first few weeks, while you are getting under way, you will be 
spending quite a bit of your spare time setting up your shop, establishing your first sales 
outlets, making up "Ceramized" samples and taking care of other details incidental to 
the launching of a new enterprise. Once you are under way, of course, the time you 
devote to the various activities will be governed by the time you have and the business 
you do. 

This example is that of one man, working spare time, using his home as his shop and 
office. General overhead, therefore, is not of great importance. Every hour devoted to the 
business can be a profitable one. Expenses and material costs are exceptionally low in 
relation to income. And the net profit is mighty interesting! 



ILLUSTRATION No. 30 

You will find it most practical and profitable to duplicate this layout and equipment 
in your own shop. Any venture is only good business when you are prepared to handle 
it! See the complete shop layout list on page 117. 


112 

















SUMMARY OF A TYPICAL ONE WEEK'S SPARETIME OPERATION 


ITEM 


Hours 

Labor 

Cost 

Material 

Cost 

Total 

Cost 

Sales 

Price 

Gross 

Profit 

1 Pair Shoes—, 
Bookend Mounted 

Pearl-Trim 

25 min. 

$0.50 

$0.56 shoes 
2.92 mt. 

$3.98 

$13.95 

$9.97 

Single Shoe 

Dresden 

5 min. 

.10 

.15 

.25 

2.25 

2.00 

Cigarette Container Dresden-Trim 

6 min. 

.12 

.17 

.29 

2.65 

2.36 


Pearl 

8 min. 

.16 

.26 

.42 

2.75 

2.33 


Pearl-Trim 

10 min. 

.20 

.28 

.48 

3.15 

2.67 

1 Pair Shoes 

Dresden 

12 min. 

.24 

.32 

.56 

4.25 

3.69 

No Mounting 

Dresden-Trim 

15 min. 

.30 

.34 

.64 

4.95 

4.31 


Pearl 

17 min. 

.34 

.54 

.88 

5.25 

4.37 


Pearl-Trim 

20 min. 

.40 

.56 

.96 

5.95 

4.99 

1 Pair Shoes 

Dresden 

12 min. 

.24 

.32 

.56 

4.25 

3.69 

No Mounting 

Dresden-Trim 

15 min. 

.30 

.34 

.64 

4.95 

4.31 


Pearl 

17 min. 

.34 

.54 

.88 

5.25 

4.37 


Pearl-Trim 

20 min. 

.40 

.56 

.96 

5.95 

4.99 

Single Shoe 

Dresden 

7 min. 

.14 

.16 

.30 

2.55 

2.25 

Paper Weight 

Dresden-Trim 

8 min. 

.16 

.18 

.34 

2.95 

2.61 


Pearl 

10 min. 

.20 

.27 

.47 

3.05 

2.58 


Pearl-Trim 

12 min. 

.24 

.29 

.53 

3.45 

2.92 

1 Pair Shoes 
Bookend Mounted 

Dresden-Trim 

20 min. 

.40 

.34 shoes 
2.71 mt. 

3.45 

11.50 

8.05 

1 Pair Shoes 
Bookend Mounted 

Pearl 

20 min. 

.40 

.54 shoes 
2.92 mt. 

3.86 

13.25 

9.39 

Single Shoe 

Dresden 

10 min. 

.20 

.19 

.39 

3.00 

2.61 

Pin Cushion 

Dresden-Trim 

12 min. 

.24 

.21 

.45 

3.40 

2.95 


Pearl 

15 min. 

.30 

.30 

.60 

3.50 

2.90 


Pearl-Trim 

17 min. 

.34 

.32 

.66 

3.90 

3.24 

Single Shoe 

Dresden 

10 min. 

.20 

.19 

.39 

3.00 

2.61 

Pin Cushion 

Dresden-Trim 

12 min. 

.24 

.21 

.45 

3.40 

2.95 


Pearl 

15 min. 

.30 

.30 

.60 

3.50 

2.90 


Pearl-Trim 

17 min. 

.34 

.32 

.66 

3.90 

3.24 

1 Pair Shoes 
Ashtray Mount 

Dresden 

20 min. 

.40 

.32 shoes 
2.18 mt. 

2.90 

10.15 

7.25 

1 Pair Shoes 
Ashtray Mount 

Pearl-Trim 

25 min. 

.50 

.56 shoes 
2.38 mt. 

3.44 

12.35 

8.91 

Single Shoe 

Metal Mount 

Dresden 

7 min. 

.14 

.15 shoes 
.85 mt. 

1.14 

4.85 

3.75 


Dresden-Trim 

8 min. 

.16 

.17 shoes 
.85 mt. 

1.18 

5.25 

4.07 


Pearl 

10 min. 

.20 

.26 shoes 
.95 mt. 

1.41 

5.65 

4.24 


Pearl-Trim 

12 min. 

.24 

.28 shoes 
.95 mt. 

1.47 

6.00 

4.53 


Continued on Next Page 


113 























































































SUMMARY OF A TYPICAL ONE WEEK'S SPARETIME OPERATION 


ITEM 

Hours 

Labor 

Cost 

Material 

Cost 

Total 

Cost 

Sales 

Price 

Gross 

Profit 

Single Shoe Dresden 

Onyx Mount 

7 min. 

.14 

.15 shoes 
1.49 mt. 

1.78 

6.25 

4.47 

Dresden-Trim 

8 min. 

.16 

.17 shoes 
1.49 mt. 

1.82 

6.65 

4.83 

Pearl 

10 min. 

.20 

.26 shoes 
1.49 mt. 

1.95 

6.75 

4.80 

Pearl-Trim 

12 min. 

.24 

.28 shoes 

1.49 mt. 

2.01 

7.15 

5.14 

1 Pair Shoes Dresden 

Onyx Mount 

15 min. 

.30 

.32 shoes 
2.49 mt. 

3.11 

10.95 

7.84 

Dresden-Trim 

20 min. 

.40 

.34 shoes 
2.49 mt. 

3.23 

11.35 

8.12 

Pearl 

20 min. 

.40 

.54 shoes 
2.49 mt. 

3.43 

11.45 

8.02 

Pearl-Trim 

25 min. 

.50 

.56 shoes 
2.49 mt. 

3.55 

11.85 

8.30 


NOTE: FINISHING COSTS FOR MATCHING METAL MOUNTS 
ARE INCLUDED IN MOUNT COST SHOWN ABOVE 


SUMMARY OF ONE WEEK'S SPARETIME OPERATION: 


(A) TOTAL PRODUCTION TIME. QV 2 HOURS 

(B) TOTAL LABOR COST.... ..$11.32 

(C) TOTAL MATERIAL COST.$45.75 

(D) TOTAL PRODUCTION COST (B PLUS C).$57.07 

TOTAL SALES .$246.55 

TOTAL GROSS PROFIT.$189.48 


There is one important point to be noted when comparing the above example to 
your own situation and amount of spare time. As you see, in figuring production costs, 
there is a charge for labor of $11.32. If you do your own shop work, that part of the 
production cost goes right into your own pocket. But in the event that your spare time is 
not too great, just find yourself a likely looking young man who wants to make some 
extra money. Teach him how to "Ceramize" Baby Shoes . . . and then pay him to do 
your work on a part-time basis. 

As long as you arrange to have this assistant work for you on a hourly basis, only 
when you have work for him to do, this hired help need never be a burden or a needless 
expense. Whenever he is working, you know he is producing profits for you. By having 
such an assistant on call, the amount of time you must personally devote to the business 
can possibly be cut drastically. Or, even better, you can turn that extra time to good ac¬ 
count by using it to establish more and more sales outlets. Either way, the operation can 
pay you well. 

So don't take this example of a small ''Ceramizing'' business too literally. Don t take it 
as an absolute rule for you to follow, as the only way that you can operate. If you are 
content with a smaller operation in the beginning, one that requires less than 10 hours a 
week, one where you have no responsibility for hired help, by all means hold the opera¬ 
tion down to a size you can handle most easily. 

Another appealing feature is this: You can always control its size. Since you are your 
own boss, you can accept as much or as little business as you desire. Working only 8 
hours a week, perhaps only on week ends, will still make the Ceramizing of Baby Shoes 
a most enjoyable hobby and an interesting source for extra income. 


114 




















































































































cipter 24 





HOW MUCH MONEY DO I NEED TO GET STARTED? 
The Answer Is .. . VERY, VERY LITTLE! 

Today, there are very few types of businesses left that can be started on a shoe 
string. And that is particularly true if it is a business that promises exceedingly sub¬ 
stantial profits. Gone are the pioneer days of Henry Ford. In his day, just a few thousand 
dollars put him in the automobile business. 

Contrast that with Kaiser-Frazer. Just a year or so ago, they launched an automobile 
business with $20,000,000.00 in cash . . . and before they got underway they needed an¬ 
other $20,000,000.00. Even with a bankroll as big as that, the going wasn't easy. Appar¬ 
ently, they've won out . . . but it took more than forty million dollars to do what was done 
on a starting capital of less than forty thousand dollars in years gone by. 

Today, in even the most common types of businesses, the minimum investment re¬ 
quired runs far too high for many of us. For example, it takes several thousand dollars 
to equip a good gas station, three or four thousand for a small food store, five or more 
thousand for a hardware store and at least a thousand for a not-too-fancy hamburger 
stand. Check up for yourself . . . almost all businesses nowadays demand a substantial 
investment, really big money. And that's not all . . . in addition to the cost of the busi¬ 
ness itself, you've got to have extra cash to meet running expenses until the business 
turns the corner. 

BUT . . . "CERAMIZING" BABY SHOES IS DIFFERENT! 

Here's a business that is an exception to the rule. It is a seldom-equaled opportunity 
for the man who is rich in ambition but not in money. And, although it takes very little 
money to get it started, it is not small in any other way ... for production can be big 
and the income, too, a modest outlay for equipment and supplies — PLUS THE INSIDE 
''KNOW HOW'' YOU ARE GAINING FROM THIS INSTRUCTION MANUAL—will enable 
you to establish yourself securely and permanently. 

A PROFITABLE "CERAMIZING" BUSINESS . . . NOW EASILY WITHIN 
YOUR REACH —A MODEST INVESTMENT SETS YOU UP 
ON A PRODUCTION BASIS! 

As we have said before, the "Ceramizing" of Baby Shoes is not an untried, revolu¬ 
tionary, new type of business. It is an established, widely accepted service . . . that has 
long been paying big money to a few enterprising individuals, operating in a quiet way, 
making substantial profits without fanfare or publicity. Their ace in the hole has been the 
necessary ''know how" and an investment in special equipment that tended to discourage 
newcomers. 

Now, Warner Research and Engineering bring you the necessary 
knowledge and cut equipment costs down to bed-rock . . . well within 
the reach of your pocketbook! 


115 










$58.75 OR LESS PUTS YOU UP IN A 
STEADY PAYING, LIFETIME BUSINESS 

The equipment and supplies listed below are all you need to set your¬ 
self up in a business on a profitable basis. Everything's included. It's 
a Ceramizing plant you can be proud of. A Ceramizing plant for real 
production . . . capable of handling a great deal of work. 

REMEMBER, it's not just a "toy" setup . . . it's actually planned and 
engineered for serious business. Warner Warranted Materials and 
Supplies are specified . . . your best assurance of all-round satisfaction 
and efficiency. 

AND THE COST? ONLY $58.75 OR EVEN LESS! 

Please note in the following inventory of necessary equipment and supplies that each 
item is listed and priced separately. That is for your convenience in checking your present 
workshop against this list. For it is very possible that you can get along in the beginning 
on a smaller investment if you so desire. 

You may already have (or can borrow) the spray gun. If so, that alone can cut your 
initial investment by $9.95. Then again, by specializing in "Dresden" finish only, in the 
beginning, you can eliminate the Genuine Pearl Essence. However, if at all possible, start 
off with a complete "Ceramizing" plant. After all, it costs so little extra to have every¬ 
thing. So why be satisfied with less than a full-profit operation? 

SEE OUTLINE ON NEXT PAGE. 


116 























































\ 


' 









































































































HERE'S A SUGGESTED OUTLINE AND LIST OF WHAT YOU NEED 

PREPARATION EQUIPMENT 

1 Gallon Warner's "Plas-Tuff" Pre-Coat Hardening Compound—Order No 

6-FW-992. ‘ $ 5 85 

1 Shoe Dipping Container (An empty one-gallon paint can with tight fitting 
cover will do nicely). 

1 Baby Shoe Drying Rack (Make your own, l/ 2 -inch diameter dowel rods or 
4-inch nails set in 1-inch thick board. See one illustrated on page 26). 

"CERAMIZING'' MATERIALS 

1 Quart Pearl Base Color—Baby Blue—Order No. 10-FW-1746 1.95 

1 Quart Pearl Base Color—Baby Pink—Order No. 10-FW-1747. L95 

1 Quart Pearl Base Color—Baby Ivory—Order No. 10-FW-1748. 1.95 

1 Quart Pearl Base Color—Baby White—Order No. 10-FW-1791. 1.95 

1 Quart Pearl Lustre—Genuine Pearl Essence—Order No. 10-FW-1745. 9.85 

1 Pint China Gloss—Order No. 10-FW-1750.. 1.85 

2 Pints Color Craft Thinner—Order No. 10-FW-1749. ... @ 65^ pint. 1.30 

2 Vials Porceglaize—Order No. 10-FW-1741_@ $1.25 each. 2.50 

12 Tubes Color Concentrate. .. .2 tubes each of Green, Blue, Red, White, 

Yellow, Black—Order No. 10-FW-1754_@ 28^ each. 3.36 

1 Jar Antique Brown—Order No. 10-FW-1759. 1.25 

"CERAMIZING” EQUIPMENT 

1 Foot Compressor Spray Kit—Order No. 14-FW-2406. 9.95 

1 Artist's Sable Brush—Fine—Order No. 10-FW-1755. .35 

1 Artist's Sable Brush—Medium—Order No. 10-FW-1756.75 

1 Artist's Sable Brush—Coarse—Order No. 10-FW-1757.85 

6 Shoe Jacks (Make your own from wire clothes hangers, see illustration on 
Page 33). 

1 Baby Shoe Drying Rack, to hold shoe jacks (Make your own from scrap 
lumber. See illustration on Page 40). 

BABY SHOE MOUNTS AND ACCESSORIES 

1 Pair Book End Mounts—Order No. 10-FW-1788. 2.65 

1 Ash Tray Mount—Order No. 10-FW-1786. 2.06 

1 Aragonite Onyx Single Shoe Mount—Order No. 10-FW-1654. 1.69 

1 Aragonite Onyx Photo-Frame-Desk set Mount—Order No. 10-FW-1658. 2.69 

1 Pint Metal-Weld Mounting Cement—Order No. 18-FW-3324. 1.48 

12 Ear Ring Clasps for Costume Jewelry—Order No. 10-FW-1789.60 

12 Bar Pin Clasps for Costume Jewelry—Order No. 10-FW-1790.72 

1 Sales-Aid Portfolio with Eight 8x10 Professional Studio Photographs of your 

complete "Ceramized” Baby Shoe line. 1.20 


TOTAL FOR A COMPLETE "CERAMIZING" SHOP LAYOUT.$58.75 


SUPPLIES INCLUDE MORE THAN ENOUGH TO BRING BACK 
YOUR ENTIRE INVESTMENT! 

HERE'S A PLEASANT SURPRISE! When you have used up only a portion of the materials 
and supplies listed above, you will already have taken in more than enough money to cover 
the entire cost of both the materials and the equipment. AND THIS IS ONLY THE 
BEGINNING! 


117 
























































ALL THIS. . . AND MORE. YOU CAN MAKE RIGHT AWAY! 


You can make all of the following Baby Shoe Keepsakes and still 
have a great deal of material left over. In short, you can get your 
entire investment back before you have actually gotten into real pro¬ 
duction. . . .and from then on, you can consider your entire "Ceramiz- 
ing" Plant yours at no cost. In reality, you will have paid for every¬ 
thing, not by spending money, but by spending time and effort. 


RETAIL VALUE OF EACH STYLE AND FINISH 


ITEM 

1 Pair Shoes, Bookend Mount. . . . 
Single Shoe, Cigarette Container 
Single Shoe, Cigarette Container 

Single Shoe, Paper Weight. 

Single Shoe, Paper Weight. 

Single Shoe, Pin Cushion. 

Single Shoe, Pin Cushion. 

1 Pair Shoes, Ashtray Mount. 

Single Shoe, Metal Mount. 

Single Shoe, Onyx Mount. 

1 Pair Shoes, Onyx Mount. 



DRESDEN- 


PEARL- 

DRESDEN 

TRIM 

PEARL 

TRIM 

$13.95 

$ 2.25 

$ 2.65 

$ 2.75 

3.15 

2.25 

2.65 

2.75 

3.15 

2.55 

2.95 

3.05 

3.45 

2.55 

2.95 

3.05 

3.45 

3.00 

3.40 

3.50 

3.90 

3.00 

3.40 

10.85 

3.50 

3.90 


5.25 

5.65 

6.75 

6.00 


11.35 



$15.60 $45.45 $31.00 $40.95 



OR A GRAND TOTAL OF $133.00 
FOR LESS THAN A WEEK OF YOUR SPARE TIME! 


PLUS A HUNDRED-AND-ONE OTHER ARTCRAFT ARTICLES THAT 
BRING YOU PLUS PROFITS! 

The many novelty costume jewelry items you can make, at practi¬ 
cally no material cost, can bring you your share of the profits to be 
found in this one branch of "Ceramizing'' alone. Dress Pus and 
Earrings, using the jewelry accessories included in your "Ceramizing 
equipment, plus giftwares such as the Ming Tree on page '65'are the 
filler items that keep your shop in full production for as many hours as 
you care to devote to your business. Here too, this "miscellaneous 
production is ideal for using the odds and ends of base color materials, 
tinted China Gloss, etc., left from the day's run of baby shoes. As we 
have said before, the operation and efficiency of your methods can do 
much to brighten an already pleasant profit picture. 


118 















































































. 

- 







THE NECESSARY MONEY IS WITHIN YOUR REACH 

AND SO IS THIS VERY PROFITABLE BUSINESS! 

In conclusion to this discussion on capital requirements, let us remind you of these 
rew fundamentals. In this day and age, any man worth his salt can secure the neces¬ 
sary backing for a worthy purpose. Ambition and proved willingness to work are far more 
important than a big bank account. Your good standing and acquaintanceship in your 
community is as valuable as money. 

You undoubtedly have the necessary capital in your own right. But, if you haven't, 
you can secure it in either of two ways . . . through a personal loan, or through a work¬ 
ing agreement with a relative or friend. If you do contemplate securing assistance from 
someone you know, try to find a partner or backer who can contribute time, effort and en¬ 
thusiasm as well. 



WHY DO YOU WANT A BUSINESS OF YOUR OWN? 

Perhaps you will find the answer in these few paragraphs . . . 

Whether you want to operate a store, a service business, or a manufacturing plant, 
(your "Ceramizing" business is all three) the business will be yours and you will be top 
man in it. 

If you have a new idea you can put it to work right away, and if it proves to be un¬ 
successful you can drop it just as quickly. You won't have to wait for someone else to 
make the decision. You have the final word. 

You will pay yourself a wage, and in addition you will have a return on your in¬ 
vestment. There is no set rule or policy as to how much you will make, but you can earn 
a great deal more for yourself—and at a faster rate—if you handle the wages rather than 
working for someone else. Regardless, you are the manager of your own capital and 
any net profits you make are yours to use as you see fit. 

Nobody can fire you when you are the owner. The position you make for yourself 
is just as permanent and lasting as your success, and along with your success you will 
be building something of permanent, lasting value. A business that can provide for your 
family today, and be passed on from generation to generation. 

As your operations expand, so will your income. You will be creating an asset with 
value, one you can sell, either partially or in total. Remember, there is always a market 
for profitable businesses. 

Then there's this thing called pride of ownership. It is in the same class as liking to 
be your own boss. It's one of the advantages of having your own business which doesn't 
show up in dollars and cents. But it's mighty satisfying to own a business, watch it grow, 
and know it is yours. 


119 












































ORDER FOR . . . 

ITARNER ELECTRIC COMPANY, Inc 

1512 WEST JARVIS AVENUE CHICAGO 26, ILLINOIS 



lUR 

iME__ 

DRESS _ 

y --ZONE_STATE_ 

TE OF ORDER_ 

iress Office (If not same as Post Office)_ 

NOTE: All members of tht same household should order under one name. If you also 
have a Company or Business Name, write it below. 


CATALOG NO. 

QUANTITY 

DESCRIPTION 

PRICE, EACH 

AMOUNT 

-BW-992 

1 gal. 

Warner’s "Plas-Tuff” Pre-Coat Hardening Comp. 

5.85 

5.85 

)-5W-17U6 

1 qt. 

Pearl Base Color - Baby Blue 

1.95 

1.95 

J-BVT-17U7 

1 qt. 

Pearl Base Color - Baby Pink 

1.95 

1.95 

-- 

WW- 17 U 8 

1 qt. 

Pearl Base Color - Baby Ivory 

1.95 

1.95 

3-FW-1791 

1 qt. 

Pearl Base Color - Baby White 

1.95 

1*25 

3-W-17U5 

1 qt. 

Pearl Lustre - Genuine Pearl Essence 

9.85 

9.85 

D-fW- 17$0 

1 Pint 

China Gloss - Clear Glaze 

1.85 

1.85 

D-FW-17U9 

2 Pints 

Color-Craft Thinner 

..65 

1.30 

0-PW-17U1 

2 Vials 

Porceglaize (The ’•Magic” Touchi) 

1.25 

2.50 

0-PW-1751i 

12 Tubes 

Color Concentrate (GreenT^2ul^fted?^hi?e^ 1 fack) 

.28 

3.36 

D-W-1759 

1 Jar 

Antique Brown 

1.25 

1.25 

U-PW—2U06 

One 

Complete Foot Compressor Spray Kit 

9.95 

9.95 

0-PW-175&67 

1 each 

Artist’s Sable Brush—Fine, Medium & Coarse 

.35-.75-.85 

1.95 

O-PW -1788 

1 pr. 

Metal Book End Mounts 

2.65 

2.65 

O-Fff-1786 

One 

Metal Ash Tray Mount with Glass Insert 

2.06 

2.06 

0-FW-165U 

One 

Aragonite Onyx Single Shoe Mount 

1.69 

1.69 

O-IW-1658 

One 

Aragonite Onyx Photo—Frame Desk—Set Mount 

2.69 

2.69 

8-FVV—1^2li 

1 Pint 

Warner’s Metal-Weld Mounting Cement 

1.U8 

1.U8 

O-FW-I 789 

1 Doz. 

Ear Ring Clasps for Costume Jeweliy 

.05 

.60 

O-FW-1790 

1 Doz. 

Bar Pin Clasps for Costume Jewelry 

.06 

— ---- 

.72 

————————— 


One 

Sales-Aid Portfolio with Eight Glossy Photos 

1.20 

1.20 







HOW SHALL WE SHIP? MARK X IN PROPER SQUARE 

Parcel Post Rail Freight Rail Express MOTOR TRUCK 

□ □ □ - 


Name of Truck Line 


SHIP TO ANOTHER ADDRESS? Give Address Below: 


IF YOU HAVE MOVED SINCE SENDING YOUR LAST ORDER . . . GIVE OLD 
ADDRESS HERE: 


EASE WRITE ALL CORRESPONDENCE ON A SEPARATE SHEET OF PAPER 

-Print Name, Address in full . . . Specify method of shipment you desire. 

-List Catalog Number, Quantity, Description and Price of each item on a separate line. 

TOTAL YOUR ORDER. , „ . 

MUST 

■?F* VOU^ARKA SsWIW add 2c State Sales Tax lor each dollar’s worth 

merchandise in TOTAL (A). c t> . r-taorh 

-If this order is to be shipped PARCEL POST, add amount for postage ... See Rate Chart on 

TOTAL e YOUR ORDER . . . Enclose Personal Check, Express Money Order or Postal °r Tele¬ 
graph Money Order for full amount . . . NOTE: Merchandise will be shipped C.O.D. for balance, 
plus shipping charges if 25% Deposit accompanies order. wtt t arrtvtt 

Rail FREIGHT, RAILWAY EXPRESS or MOTOR truck shipments WILL ARRIVE 
C.O.D. FOR SHIPPING CHARGES. 


(A) 

(B) 

(C) 

(D) 

(E) 


TOTAL For Merchandise 

CREDIT DUE ME ... or Amount 
I Owe From Prev. Order 

AMOUNT FOR TAX 

POSTAGE 

TOTAL AMOUNT 



■43 























































































































































• 













































































»ur Own Business Provides Security 
id Happiness for Yourself and Family! 




n Runs His Own Business. He gives orders to 
, collects the long share of the profits . . . knows 
e is secure. How often have you pictured yourself 
sition? Now is the time to do something about it! 


A Better - Than - Average Family. A 

comfortable home ... a new car .. . the 
comforts and even the luxuries of life 
. . . these plus personal independence 
and security can be yours if you have 
the initiative to break the shackles of 
making money for others instead of 
for yourself. Why not do it now? 


Contentment Reigns In This Family. Freedom from 
worry about bills . . . freedom to enjoy life by pro¬ 
viding more than the bare essentials . . . those are 
the things that mark a successful man. Today the op¬ 
portunities that beckon you to success are yo.urs for 
the taking. The Warner Method of “Ceramizing” 
will start many an alert man to a worthwhile goal in a 
surprisingly short time. 


ivy of Their Neighbors. y n every 
nity there are a few families who 
ut from the rest . . . who have to- 
fflnforts . . . and money in the bank, 
er achieve this position by grub- 
ong on a flimsy pay check! The 
s world today holds unlimited op- 
ties . . . but only for those who go 
em aggressively. 


Does Your Family Have Two Vacations a Year? The North- 
woods in summer and the Southland in Winter, that’s what 
men of means can give their families year after year. Men 
who are not content to stay in the same rut year after year. 
Where will you be in one year from now? The move you 
make today can bring you closer than you ever imagined to 
your goal. But make that move! 


This Mon Obeyed That Impulse. Yes, right 
now . . . don’t let anything stop you . . . 
get busy and fill in the Inspection Request 
form and mail it with your deposit. That’s 
the first step toward independence and se¬ 
curity for you and your family. Don’t let 
some one else establish themselves right 
under your own nose . . . step out and do 
it now! That’s how success is won. 


f tc 7/fcut /ictc<u€ ^7&dcuf ... 

,, SucceM 6*t r ?StnccUf 

r ery community you find them . . . big city . . . small town . . . men who “could-have-been, IF” and each has the same sad 
starting with the word “IF”! “7FI had taken that opportunity” ... “I could have been in his shoes, IF.” And so on it goes, 
muel Zemurray hadn’t taken opportunity by the forelock where would the enormous fortune of the United Fruit Company 
tF Amedeo Obici hadn’t grabbed his opportunity America today wouldn’t be eating tons of peanuts daily and the outstand- 
’lanters Peanut fortune would not exist. William A. Fairburn made his fortune on toothpicks and matches (Diamond 
h Co.) but ... if he had neglected to take the first move he’d never have built his empire. That’s it . . . THE FIRST 
E . . . it’s before you right now ... I can only urge you to take it ... I can’t force you to do it! The Two Week Trial 
ction Request is enclosed . . . will you put it off till “tomorrow” or will you take action immediately? It’s up to YOU! 


WE 8 : 












I-8& •* • ■ • • 













































































. 














IMPORTANT! 


UNLIMITED CONSULTATION SERVICE 
INCLUDED WITH THIS COURSE! 

From the day you receive this Warner Success Course, How to "Ceramize" For 
Pleasure and Profit, you have at your disposal the services of experienced technical and 
business advisors to help solve any problems you may encounter. And best of all, there is 
no limit on the length of time this service is available to you. 


TAKE ADVANTAGE OF THIS NO-COST SERVICE! 

The field of ''Ceramizing'' and its three great markets for your service is a profitable 
and worthwhile business opportunity. It is a service much in demand, and we are sin¬ 
cerely interested in helping you establish yourself in a profitable, lifetime profession. No 
technical problem or question on procedure can ever retard your progress . . . you are 
backed by our laboratory experts and sales and business counsellors, free of all charges. 

By studying the real day-to-day needs of our operators we are able to give them the 
kind of help that means success. And all this becomes yours when you become a Warner 
operator. Simply mail your questions or requests, together with a stamped, self-addressed 
envelope to: 

Business Service Department 

WARNER ELECTRIC COMPANY, Inc., 

1512 West Jarvis Avenue 































I 1 




























- 


















































































REFERENCE AND DATA FILE 

(Also handy Order Blanks for supplies you will need) 


From time to time you will receive additional literature and 
advance information on the latest developments in the Baby 
Shoe, Costume Jewelry and Giftware "Ceramizing" Industry. 

As new equipment and improved "Ceramizing" techniques 
become known, they will be made available to you in the 
interests of keeping your "Ceramizing" Shop a progressively 
expanding and increasingly profitable business. 

For quick reference, keep all such valuable correspondence 
in this handy file pocket. 


WARNER ELECTRIC COMPANY, Inc., 
1512 West Jarvis Avenue 
Chicago 26, Illinois 


















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